論文摘要 內部行銷將公司視為一內部市場,將員工視為內部顧客,重視內部顧客的需求,採取行銷觀點,進而將員工需求轉換成人力資源活動,期提高員工對組織的承諾。綜觀國內相關研究,目前國內對於「內部行銷」的實證研究,多偏重於服務業,對於集團企業的相關探討甚為稀少。因此本研究試圖運用「內部行銷」理論至台灣集團企業,探討員工內部行銷知覺,對於企業文化差異知覺及組織承諾之影響。此外,企業文化差異知覺作為內部行銷及組織承諾之中介變項亦是本研究欲加以探討的範疇。最後並根據研究結果對集團企業提出建議。 本研究採用問卷調查法,並依據研究架構使用「內部行銷」、「企業文化差異」及「組織承諾」等量表,以便利抽樣法進行取樣。並以次數分配、平均數、標準差、Pearson相關、迴歸及階層迴歸對研究資料進行分析。以霖園集團及金仁寶集團之子公司員工為研究對象,發出500份問卷,回收237份,有效樣本回收率為47.4%。 經由統計分析之後,歸納出下列幾項重要的研究結論:1.內部行銷知覺對企業文化差異知覺有顯著負向影響,即員工知覺集團企業推行內部行銷活動越高,集團中子公司員工知覺之企業文化差異越低;2.企業文化差異知覺對組織承諾有顯著負向影響,意即員工知覺集團企業文化差異越低,集團中子公司員工之組織承諾越高;3.內部行銷知覺對組織承諾有顯著正向影響,即員工知覺集團企業推行內部行銷活動越高,集團中子公司員工組織承諾越高;4.內部行銷知覺確實能夠透過企業文化差異知覺中介效果,對組織承諾產生影響,也就是員工知覺集團企業推行內部行銷活動越高,會降低員工知覺集團企業文化差異程度,進而使集團中子公司員工組織承諾越高。 綜合上述結論,本研究建議企業應在組織中推行內部行銷,藉由教育訓練、管理支援、內部溝通、激勵與成長、外部溝通的推行,以降低員工的企業文化差異知覺,提升員工組織承諾。
Abstract Internal marketing is a concept that business treats employees as the internal customers. It takes the perspective of marketing of which transforming the needs of employees into human resource activities. In Taiwan, most of the empirical studies on internal marketing were focused on service industry. The studies on business groups are insufficient. Therefore, this study attempts to explore the influences of perception of internal marketing on the perception of culture differences and organizational commitment of employees for Taiwanese business groups. Furthermore, this study also investigates the intervening effect of the perception of business culture to employees’ perception of internal marketing and their organizational commitment. Surveyed questionnaire including scales of internal marketing, perception of culture difference, and organizational commitment was mailed to a sample of which selected by a convenient method. Two hundred and thirty seven questionnaires out of 500 were returned. The sample returned rate is 47.4%. Results of statistical analyses provided four conclusions as follows: 1. Perception of internal marketing is negatively related to perception of culture differences. 2. Perception of culture differences is negatively related to organizational commitment. 3. Perception of internal marketing is positively related to organizational commitment. 4. Perception of culture differences serves as a mediating variable, which mediates the relationship between perception of internal marketing and organizational commitment. From these findings, this study provides some suggestions and recommendations. Mainly, business should promote the concept and the methods of internal marketing to narrow the gap of employees’ perception of culture differences; and enhance employees’ organizational commitment by conducting training, management support, internal communication, motivation and external communication.