台灣直銷產業發展至今，從原先強調無店鋪經營，並著重在由直銷商直接面對消費者的時代，到目前結合實體通路及電子商務的趨勢，直銷業已經確確實實的成為服務業的一環。因此，良好的服務品質，也成為消弭社會大眾對於直銷產業負面形象的重要關鍵。雖說，近年來各家直銷公司投入的外部行銷活動，例如形象廣告、體育贊助及社會公義等，的確導正了社會的觀感，但真正能夠異軍突起，獲得競爭優勢的成功關鍵，在於內部服務人員的表現是否能夠獲得顧客的滿意。而如何激勵員工做好顧客服務，有諸多的方式與手法，因此，有諸多學者主張以內部行銷的方式來與員工溝通，激發員工顧客導向的表現。本研究則以一家結合實體通路的直銷公司為對象，重新檢視在直銷公司的內部當中，內部行銷與顧客導向之間的影響，經由內部行銷是否可以提昇員工對領導的信任，進而改善工作滿足。探討這四個變數（內部行銷、領導信任、工作滿足、顧客導向）之間的關係。研究結果發現：
一、 員工對內部行銷的滿意度愈高，對領導信任的滿意度愈高。
二、 員工對內部行銷的滿意度愈高，對於顧客導向的行為表現愈好。
三、 員工對領導信任的程度愈高，對於工作滿足的程度愈高。
四、 員工對工作滿足與顧客導向行為具有顯著正相關。

Direct Selling in Taiwan, due to it’s changing from focusing on distributor’s face-to-face connecting with customers to emphasizing on real channel and electronic commerce; it has been a part of service Industry. Therefore, a good quality of service is become a key which could turnover people’s negative impression on direct selling. We can see that within these years, for gaining positive reputations, most of direct selling companies have given lots of their efforts and money on external marketing activities, such as image commercial, sports sponsor, charity activities, and etc. But, who could win the competition at the end? The way to success is the way that internal employees having satisfied service to external customers. There are many ways of encouraging employees doing excellent service. Some scholars’ studies found out an effective communication which could lead employees to a customer service oriented attitude is internal marketing. This is a case study of a direct selling company that operates its business with real channel. The major purpose is to find out whether internal marketing influence the attitude of customer orientation, and if supervisor trust and job satisfaction could be improved by internal marketing. We discuss four variables (internal marketing, supervisor trust, job satisfaction, customer orientation) to search out the relation among them. This research pointed out that
1. The higher satisfaction level employees practice to internal marketing, the more satisfaction they got in supervisor trust.
2. The higher satisfaction level employees practice to internal marketing, the better performance on customer orientation.
3. Close linkage between supervisor trust and employee’s job satisfaction.
4. There is a positive relation between employees’ job satisfaction and customer orientation.

第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 4
第三節 研究個案產業說明 5
第四節 個案公司簡介 13
第二章 文獻探討 19
第一節 內部行銷 19
第二節 領導信任 24
第三節 工作滿足 31
第四節 顧客導向 35
第三章 研究方法 38
第一節 研究架構 38
第二節 研究假設 39
第三節 問卷設計 40
第四節 資料蒐集方法及研究樣本 43
第五節 資料分析方法 47
第四章 分析結果與討論 48
第一節 信度分析 48
第二節 描述性統計與變異分析 49
第三節 相關分析 58
第四節 迴歸分析 59
第五章 結論與建議 61
第一節 結論 61
第二節 建議 64
第三節 研究限制 69
第四節 研究後記 70
參考文獻 71
一、中文部分 71
二、英文部分 73
附 錄 81

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