內部行銷對房仲業人員工作投入影響之研究－以工作動機與自我效能為中介效果

The Effects of Internal Marketing on Job Involvement Among Real Estate Agency Employees - The Mediating Roles of Work Motivation and Self-Efficacy

徐郁茹(Yu-Ru Hsu) ； 蔡雅婷(Ya-Ting Cai)

《經營管理論叢》 2011特刊 (2011/12) Pp. 1-22

https://doi.org/10.6872/OMR.201112/SP.0001

摘要

臺灣服務業所佔的比例越來越高，已邁入服務經濟體系之際，企業不僅要將產品行銷給外部顧客，在企業內部也應採取近似行銷的作法來對待員工─即將員工視為內部顧客，藉由發展有效的管理機制（如：訓練、激勵、溝通、獎酬等）幫助員工建立顧客導向意識，使員工能提供優質的顧客服務，最終能幫助企業達成營運目標。綜觀內部行銷的國內、外相關文獻，本研究甚少發現以工作投入做為結果變數，以工作動機與自我效能做為中介變項之實證研究。據此，本研究以房屋仲介業從業人員為研究對象，試圖檢視內部行銷是否會影響員工的工作投入，以及員工的工作動機與自我效能是否扮演著重要的中介角色。本研究共發放250份問卷供房屋仲介業從業人員填寫，回收250份，扣除無效問卷63份後，有效回收率為73.2%。本研究進行迴歸分析後發現：（1）內部行銷部分顯著影響工作投入；（2）內部行銷顯著影響工作動機，但部分影響自我效能；（3）工作動機與自我效能顯著影響工作投入；（4）內部行銷之「願景」會透過工作動機之中介作用進而影響工作投入，而自我效能則不具有中介作用。根據研究結果，本研究建議房屋仲介業者應重視內部行銷，從管理層面上增進員工對服務業行銷的知識與了解，藉以提升員工的工作動機與自我效能，使員工更樂於投入工作，展現高品質的顧客服務，為企業創造營收。

關鍵字

內部行銷 ； 工作動機 ； 自我效能 ； 工作投入 ； 房屋仲介業

並列摘要

There are higher and higher proportions of the service sector in Taiwan. Today, the service organizations should not only sell products and/or services to external customers, but should also adopt a marketing-like approach and develop effective management mechanisms (e.g., training, motivation, communication, and rewards, etc.) to promote employees' service mindedness, so that employees can deliver good quality of services to customers and eventually help the organization achieve its operational objectives. Having reviewed the domestic and western relevant literature on internal marketing, this study found that little research has examined job involvement as an outcome variable of internal marketing and work motivation and self-efficacy as mediating variables. Accordingly, using the real estate agency employees as objects, the present study attempts to explore if internal marketing affects job involvement, and if work motivation and self-efficacy serve as the important mediating roles. 250 questionnaires were distributed to the real estate agency employees, 250 were returned. Having deleted 63 invalid questionnaires due to messing data, this study obtained a response rate of 73.2%. The mediated regression analyses were conducted for hypotheses testing. The research results show (1) that internal marketing partially and significantly influenced job involvement; (2) that internal marketing significantly influenced work motivation, but partially influenced self-efficacy; (3) that both work motivation and self-efficacy significantly influenced job involvement; and (4) that work motivation fully mediated the effect of ＂vision＂ aspect of internal marketing on job involvement. However, self-efficacy did not serve as a significant mediator. According to the results, the present study suggests that top management of the real estate agency should place a great importance on internal marketing. Developing effective management practices not only increase employees' knowledge on services marketing, but also enhance their work motivation and self-efficacy, which in turn may increase employees' job involvement and high levels of service quality, and, ultimately, may help the organization create more profits.

並列關鍵字

Internal Marketing ； Work Motivation ； Self-efficacy ； Job Involvement ； Real Estate Agency