本研究以醫療服務為例，探討組織內部行銷作為與顧客導向之間的關係。研究主要分為三個重點：首先，釐清內部行銷、工作滿意、組織承諾、顧客導向之間的關係；第二，釐清顧客導向態度與顧客導向行為之間的關係；第三，檢驗行為控制對於顧客導向態度與顧客導向行為之間關係所可能存在效果。

為了了解不同層級的醫院，在控制機制上面是否有所不同，因此本研究分別針對醫學中心、區域醫院、地區醫院，三種不同層級的醫院進行問卷施測。問卷施測方式分為兩種，一為實體問卷；另一為虛擬網路問卷，以求更多元化之樣本。最後共計收回278份有效問卷。資料分析方面，則以因素分析、信度分析、相關分析、線性結構模式分析、以及調節迴歸分析為主進行探討，最終研究結果如下：

1. 內部行銷作為會透過工作滿意與組織承諾影響
顧客導向態度。
2. 情感承諾正向影響規範承諾。
3. 規範承諾正向影響持續承諾。
4. 三種組織承諾皆正向影響顧客導向態度。
5. 顧客導向態度正向影響顧客導向行為。
6. 活動控制與技能控制分別會對顧客導向態度與
顧客導向行為之間的關係，產生調節效果。

This research takes the hospital as an example to explore the relationship between internal marketing and customer-orientation. There are three purposes of this research: First, exploring the relationships among internal marketing, job satisfaction, organization commitment, and customer-orientation; second, exploring the relationship between customer-oriented attitude and customer-oriented behavior, and third, testing if the behavior control can moderate the relationship between customer-oriented attitude and customer-oriented behavior.

In order to understand if the control mechanism varies with the levels of hospital in Taiwan, convenience sampling is conducted in three different hospital levels, medical center, regional hospital, and district hospital. In addition, in order to increase the variety of samples, Web-questionnaire was used. Finally, a total of 278 valid questionnaires have been collected. When talking to the data analysis, Factor analysis, Reliability analysis, Correlation Analysis, Structured Equation Model (SEM), and Moderated Regression Analysis are used as analysis methods. The results are as following:

1. Internal marketing has an impact on customer-oriented attitude through job satisfaction and organization commitment.
2. Affective commitment influences normative commitment positively.
3. Normative commitment influences continuance commitment positively.
4. Three kinds of commitment influence customer-oriented attitude positively.
5. Customer-oriented attitude has a positive impact on customer-oriented behavior.
6. Activity control and Capability control can moderate the relationship between Customer-oriented attitude and customer-oriented behavior.

目錄

摘要 I
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象 4
第二章 文獻探討 5
第一節 內部行銷 6
第二節 工作滿意 12
第三節 組織承諾 18
第四節 顧客導向 23
第五節 行銷控制 27
第三章 研究方法 34
第一節 研究架構與研究假說 34
第二節 變數操作型定義與衡量工具 44
第三節 抽樣對象與分析方法 49
第四章 研究結果 51
第一節 樣本分析 51
第二節 分析 53
第三節 線性結構模式分析與研究假設檢定 62
第四節 行為控制之調節效果 69
第五章 研究結果、討論、與建議 73
第一節 研究發現與貢獻 73
第二節 實證研究結論與貢獻 74
第三節 管理意涵 78
第四節 研究限制與未來研究方向 80
參考文獻 81
附錄一、修改前問卷 97
附錄二、修改後問卷 104

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