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博碩士論文 etd-0221105-103027 詳細資訊
Title page for etd-0221105-103027
論文名稱
Title
以內部行銷觀點來探討人力資源部門之內部服務品質、內部顧客滿意度與顧客導向行為及工作績效之關係-以上市上櫃銀行為例
The internal service quality of the HRM uses the internal marketing concept on the internal satisfaction, customer orientation and the job performance.
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
121
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2004-01-22
繳交日期
Date of Submission
2005-02-21
關鍵字
Keywords
顧客導向行為、服務品質、工作績效、內部行銷、顧客滿意度、銀行業
banking industry, service quality, customer satisfaction, job performance, internal marketing, customer orientation
統計
Statistics
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中文摘要
根據行政院主計處的報告,在民國93年第一季,服務業占台灣GDP之68.98%,就業人口也將近三百萬人,足以可見台灣已然成為服務業為主的經濟體,而在服務業之中,金融服務業就占了將近30%的產值,也足見金融服務業對於台灣的重要性。而金融服務業要在競爭激烈的環境之中生存,應該是以培養具有服務導向行為之員工為要務。而本研究則是以內部行銷的觀點來探討人力資源部門的服務品質是否會影響員工的內部顧客滿意度、工作績效及顧客導向行為。並且,本研究也探討各項構面之關係,其研究結果如下:
1. 人力資源部門之內部服務品質與內部顧客滿意度、工作績效及顧客導向行為是有顯著相關。
2. 顧客導向行為之以銷售為目的構面與人力資源部門之內部服務品質、內部顧客滿意度及工作績效是沒有明顯相關。
3. 不同的個人因素在人力資源部門之內部服務品質、內部顧客滿意度、顧客導向行為及工作績效上有部份是有明顯差異。
4. 人力資源部門之內部服務品質對內部顧客滿意度、顧客導向行為及工作績效有正向顯著的影響。
5. 內部顧客滿意度對於顧客導向行為及工作績效是沒有顯著的影響。
6. 顧客導向行為對工作績效是有顯著的正向影響。
本研究發現,人力資源部門之內部服務品質是會直接對於員工的顧客導向行為及工作績效有顯著的影響。因此,人力資源部門應該要透過提供高品質的服務,進一步去影響員工的顧客導向行為及個人的工作績效。

關鍵詞:內部行銷、服務品質、顧客導向行為、工作績效、顧客滿意度、銀行業
Abstract
Abstract
According to the report of the Directorate-General of Budget, Accounting and Statistics, the 68.98% GDP is come from service industries. There are more than three million people in service industries. And the most part of service industries is the banking industry.
These banks have a very important question is how to live in the uncertainty environment and how to out standing in this industry. The high quality service is the solution for these questions. So, they have to raise their employees for the customer orientation. The internal marketing can help the banking industry that to build their staffs on the customer orientation.
This research is talking about the HRM use the internal marketing to raise the customer satisfaction of employees, and the satisfaction can affect the performance of the staff and the customer orientation.
In this study, the results show that:
1. The internal service quality of the HRM is related to the internal satisfaction, job performance and the customer orientation.
2. The target of sales in the customer orientation is not related to the internal service quality of the HRM, the internal satisfaction and the job performance.
3. The personal factors are different in the internal service quality of the HRM, the internal satisfaction, the customer orientation and the job performance.
4. The internal service quality of the HRM can affect the internal satisfaction, the customer orientation and the job performance.
5. The internal satisfaction can not affect the customer orientation and the job performance.
6. The customer orientation can affect the job performance.

Key words: internal marketing, service quality, customer orientation, job performance, customer satisfaction, banking industry
目次 Table of Contents
目錄
頁次
第一章 緒論………………………………………………………………………….1
第一節 研究背景與動機…………………………………………………………1
第二節 研究目的………………………………………………………………6
第三節 研究範圍與對象………………………………………………………7
第二章 文獻探討…………………………………………………………………….8
第一節 內部行銷…………………………………………………………………8
第二節 人力資源部門之內部服務品質……………………………………….14
第三節 內部顧客滿意度……………………………………………………….33
第四節 顧客導向行為………………………………………………………….41
第五節 工作績效……………………………………………………………….44
第三章 研究方法…………………………………………………………………..50
第一節 研究架構與研究假設………………………………………………….50
第二節 研究變項的操作性定義與衡量……………………………………….53
第三節 樣本回收與樣本特性分析…………………………………………….58
第四節 資料分析方法………………………………………………………….60
第五節 因素分析、信度分析及效度分析…………………………………….61
第六節 研究限制………………………………………………………………68
第四章 分析結果與討論…………………………………………………………..69
第一節 描述性統計分析……………………………………………………….69
第二節 差異性分析…………………………………………………………….72
第三節 相關性分析…………………………………………………………….79
第四節 徑路分析……………………………………………………………….83

第五章 結論與建議………………………………………………………………..87
第一節 結論…………………………………………………………………….87
第二節 對企業實務的建議……………………………………………….……94
第三節 未來研究之建議……………………………………………………….96
參考文獻………………………………………………………………………………97
























表目錄
頁次
表2-1-1 內部行銷定義彙整表…………………………………………………….10
表2-1-2 行銷組合四要素與人力資源管理之對等要素………………………….12
表2-2-1 產品與服務差異表……………………………………………………….15
表2-5-1 員工工作績效指標……………………………………………………….47
表3-3-1 研究樣本特性…………………………………………………………….59
表3-5-1 KMO與Bartlett檢定…………………………………………………….61
表3-5-2 人資部門內部服務品質之因素分析及信度分析……………………….62
表3-5-3 KMO與Bartlett檢定…………………………………………………….63
表3-5-4 顧客導向行為之因素分析及信度分析………………………………….64
表3-5-5 KMO與Bartlett檢定……………………………………………………65
表3-5-6 工作績效之因素分析及信度分析 ……………………………………..66
表3-5-7 內部顧客滿意度之信度分析…………………………………………….67
表4-1-1 內部服務品質重視程度之構面………………………………………….69
表4-1-2 內部服務品質認知程度之構面………………………………………….70
表4-1-3 內部顧客滿意度之構面………………………………………………….70
表4-1-4 顧客導向行為之構面…………………………………………………….71
表4-1-5 工作績效之構面………………………………………………………….71
表4-2-1 內部服務品質認知面及重視面之差異分析…………………………….72
表4-2-2 內部服務品質認知面之差異性分析…………………………………….73
表4-2-3 內部顧客滿意度之差異性分析………………………………………….74
表4-2-4 顧客導向之差異性分析………………………………………………….76
表4-2-5 工作績效之差異性分析………………………………………………….77
表4-3-1 人力資源部門之內部服務品質與內部顧客滿意度之相關分析……….79
表4-3-2 內部顧客滿意度與顧客導向行為之相關性分析…………………………80
表4-3-3 內部顧客滿意度與工作績效之相關性分析………………………………80
表4-3-4 顧客導向行為與工作績效之相關性分析……………………………….81
表4-3-5 人力資源部門的內部服務品質與顧客導向行為之相關性分析……….82
表4-3-6 人力資源部門之內部服務品質與工作績效之相關分析……………….82
表4-4-1 人力資源內部服務品質、顧客滿意度、顧客導向行為及工作績效之相關分析……………………………………………………………………………………83
表4-4-2 主要構面間之徑路分析結果…………………………………………….84
表5-1-1 相關性假設結論表……………………………………………………….87
表5-1-2 差異性假設結論表……………………………………………………….90
表5-1-3 影響性假設……………………………………………………………….91
















圖目錄
頁次
圖1-1 台灣區產業結構…………………………………………………………….1
圖1-1-1 服務金三角………………………………………………………………….3
圖1-1-2 傑出的服務組織…………………………………………………………….4
圖2-2-1 產品與服務的連續線………………………………………………………16
圖2-2-2 服務品質的觀念性模式………………………………………………….20
圖 2-2-3 Zeithaml et al.(1988)……………………………………………..22
圖2-2-4 內部服務品質、服務能力及顧客滿意度之關係…………………………25
圖 2-2-5 顧客服務矩陣……………………………………………………………25
圖2-2-6 人力資源管理在建立具競爭力組織中扮演的角色………………………28
圖2-2-7 評估人力資源實務對員工、顧客、投資人的影響…………………….29
圖2-2-8 人力資源發展服務管理模型……………………………………………..31
圖2-3-1 滿意度結構模式建立之回顧…………………………………………….36
圖2-5-1 服務利潤鏈……………………………………………………………….49
圖3-1-1 研究架構圖……………………………………………………………….51
圖4-4-1 徑路分析模型圖………………………………………………………….83
圖4-4-2 徑路分析結果圖………………………………………………………….86
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