顧客所知覺的服務品質，與第一線服務人員間具有密切的關係。第一線服務人員與顧客互動中，除了本身的專業技術與能力外，服務人員於服務接觸中所表現的行為與態度，會影響顧客對服務的知覺。因此，為了要讓員工能具有顧客導向，以顧客的需求為依歸，越來越多公司注重「內部行銷」的概念。認為將產品銷售給外部消費者之前，必須先行對內部顧客銷售，只有在服務與產品取得員工認同時，才有滿意的外部顧客。
然而服務業在現代產業所扮演的角色已越來越吃重，因此本研究對象為服務業中之不動產經紀業的經紀人與營業員。本研究主要的研究目的為下列四點：（1）探討員工對公司內部行銷作為知覺與員工顧客導向之關係。（2）探討公司之行為績效評估方式，是否會影響公司內部行銷作為與員工顧客導向之關係。（3）探討公司授權程度，是否會影響公司內部行銷作為與員工顧客導向之關係。（4）探討公司顧客導向策略，是否會影響公司內部行銷作為與員工顧客導向之關係。除此之外，本研究修改員工顧客導向量表，以適用於台灣服務業之第一線員工，並且採用信度分析、因素分析、複迴歸分析、集群分析、單因子變異數分析及二因子變異數分析等，作為本研究之分析工具。
研究結果發現本研究目的之四點均成立，即內部行銷作為確實會影響員工之顧客導向。並且公司的行為績效評估、授權程度與公司顧客導向策略均是影響內部行銷與員工顧客導向的干擾變數。因此，不動產經紀業中除了注重內部行銷作為外，公司的行為績效評估、授權程度與公司顧客導向策略對於員工顧客導向均扮演著重要的角色。

Customers are aware of the service quality which has a close relationship with front-line service providers. High quality of human resources, like the good attitude and behavior of front-line service providers, becomes one of the key sources of business success and competitive advantages. Therefore, more and more companies pay attention to the concept of “internal marketing”, and before they sell the product or service to external customers, they should sell them to internal customer.
Because the service industry plays an important role in this era, this study focuses on real estate agencies. The purposes of this study are: (1) To understand internal marketing influences employee’s customer orientation. (2) The relationship between behavior-based evaluation, internal marketing and employee’s customer orientation. (3) The relationship between empowerment, internal marketing and employee’s customer orientation. (4) The relationship between organizational customer orientation, internal marketing and employee’s customer orientation. The study adopts questionnaire investigating. Besides, this study modifies the questionnaire of customer orientation, let the questionnaire can be used in Taiwan. The analysis approaches are reliability analysis, factor analysis, regression analysis, cluster analysis, one-way and two-way ANOVA.
This study provides support for four hypotheses that internal marketing will influence employee’s customer orientation. And behavior-based evaluation, empowerment and customer orientation of organization are the moderate variables between internal marketing and employee’s customer orientation. Therefore, the manager should regards internal marketing, empowerment, behavior-based evaluation and organizational customer orientation as the most vital and important components in the company.

目 錄
第一章 緒論
第一節 研究背景與動機..………………………………………..……………..1
第二節 研究目的…………………………………………………..……………3
第三節 研究範圍與對象…………………………………………..……………4

第二章 文獻探討
第一節 內部行銷………………………………………………..………………5
一、 內部行銷之定義……………………………………..………………..5
二、 內部行銷之重要性…………………………………………..………10
三、 內部行銷與人力資源管理之差異………………………..…………11
四、 實施內部行銷的三個時機…………………………………………..13
五、 內部行銷之實證研究………………………………………………..14
第二節 公司顧客導向策略…………………………………………..………..16
一、 公司顧客導向策略之源起………………………………..…………16
二、 公司顧客導向策略之定義……………………………..……….…...17
三、 公司落實顧客導向策略的步驟…………………………..…………18
第三節 行為績效評估…………………………………………………………20
一、 績效評估………………………………………..……………………20
二、 行為績效評估…………..……………………………………………21
第四節 授權………………………………………..…………………………..23
一、 授權之定義…………………………………………………………..23
二、 授權之作用…………………………………………………………..25


第五節 員工顧客導向…………………………………………………………29
一、 顧客導向之定義……………………………………………………..29
二、 顧客導向之相關研究………………………………………………..31
第六節 不動產經紀業…………………………………………………………32
一、 不動產經紀業之定義………………………………………………..32
二、 不動產經紀業之服務特性…………………………………………..33
三、 不動產經紀業之服務系統…………………………………………..34
四、 不動產經紀業之委託售屋服務流程………………………………..34

第三章 研究方法……………………………………………….….……………..36
第一節 研究架構與假設…………………………………………..…………..36
一、 研究架構………………………………………….….………………36
二、 研究假設………………………………………….….………………37
第二節 問卷設計……………………………………………...……………….41
一、問卷設計流程………………………………………………………….41
二、問卷內容與檢測……………………………………………………….42
第三節 抽樣方法…………………………………………………..…………..52
一、問卷調查地區與時間…………………………………………………52
二、問卷調查對象……………………………………………...…………..52
三、問卷回收結果…………………………………………...……………..52
第四節 研究分析方法…………………………………………..……………..53
一、描述性統計分析(Descriptive Statistics Analysis)………….…………53
二、因素分析(Factor Analysis)………………..…………………………..53
三、信度分析(Reliability)……………………..…………………………..53
四、相關分析……………………..………………………………………..53
五、複迴歸分析(Regression Analysis) ……………………………………54
六、集群分析(Cluster Analysis)…………………………..…..……………54
七、區別分析(Discriminant Analysis)………………………………….….54
八、單因子變異數分析(One-way ANOVA)……………..….……………54
九、二因子變異數分析(Two-way ANOVA)………………………….….55

第四章 研究結果與討論………………………………………………….……...56
第一節 樣本分析流程……………………………………….……….………..56
第二節 樣本之人口統計變數分析………………………………..…………..57
一、 人口特徵…………………………………………………..…………57
二、工作特徵……………………………………………………………..57
第三節 內部行銷作為、行為績效評估、授權、公司顧客導向策略與員工
顧客導向之因素與信度分析………………………………………..59
一、 內部行銷作為之因素與信度分析…………………………………..59
二、行為績效評估、授權與公司顧客導向策略之因素與信度分析…...64
三、員工顧客導向之因素與信度分析……………………………………66
第四節 內部行銷作為與顧客至上之關係……………………………………68
一、 內部行銷作為與顧客至上之相關分析……………………………..68
二、 內部行銷作為與顧客至上之複迴歸分析…………………………..69
第五節 內部行銷作為之集群與差異分析……………………………..……..72
一、 內部行銷作為區隔流程……………………………..….…..……….72
二、 內部行銷作為區隔、差異檢定與命名………………………..……72
第六節 行為績效評估、授權、公司顧客導向策略對內部行銷作為與員工
顧客導向間之干擾效果分析…………………..….…..…………….76
一、 內部行銷作為、行為績效評估與員工顧客導向間之干擾效果分
析…..……………..…………………………………………………...76
二、 內部行銷作為、授權與員工顧客導向間之干擾效果分析…………79
三、 內部行銷作為、公司顧客導向策略與員工顧客導向間之干擾效果
分析………………………………………………………………..…81

第五章 結論與建議………………………………………………………..……..84
第一節 研究結果與發現…………………...…………..……………………...84
一、 研究假設驗證………………………………..………………………84
二、 研究假設之管理意涵………………………..………………………86
第二節 研究限制………………………..……………………………………90
一、不動產經紀業之抽樣限制………….……….………………………..90
二、受訪者填答之可信度…………….……………………………………90
三、研究成果無法適用於整個服務業………….…………………………90
第三節 研究貢獻……………………………………………………………..91
第四節 對後續研究之建議…………………………………………………..92
一、「內部行銷作為」構面之增加……………………………………....92
二、「員工顧客導向」量表之建議……………………………………....92
三、重新檢測「授權」量表之適用性………………………………..…93

參考文獻…………………………………………….………………………….94
一、 中文部分………………………………….………………………….94
二、 英文部分………………………………….………………………….96
附錄……………………………………………………………………………107

參考文獻

一、中文部分

王中仁(1998)，消費者對房屋仲介業之委託售屋服務品質研究--以台北市為例，國立交通大學管理科學研究所碩士論文。
何邦超(1989)，不動產仲介法律實務，永太文化。
吳秉恩（民80），策略性人力資源管理：理念、運作與實務，中國經濟企業研究所。
吳明隆(2000)，SPSS統計應用實務，松岡電腦圖書資料股份有限公司。
邢祖援(1975a)，「現代考核評估的發展方向」，研考通訊，第五卷第一期。
______(1975b)，現代管制考核制度，行政院研究發展考核委員會。
巫喜瑞(2001)，服務業內部行銷導向、組織支持、工作滿足與顧客導向間關係之研究---以銀行業為例，國立中山大學企業管理研究所博士論文。
林元元(1998)，顧客關係品質與自發行為之探討--以銀行服務業為例，私立元智大學管理研究所碩士論文。
林安弘(1987)，行為管理學，三民書局。
周逸衡與巫喜瑞(2000)，服務員工知覺之內部行銷作為、角色知覺與顧客導向間關係之研究---以旅館業為例，未出版論文。
梁殷禎(1998)，服務員工知覺之內部行銷作為、角色知覺與顧客導向間關係之研究---以旅館業為例，國立中山大學企業管理研究所碩士論文。
康譽瓊(2001)，內部行銷作為、行為評估、工作滿足和顧客導向之研究--以證券營業員為例，國立中山大學企業管理研究所碩士論文。
黃杏文(1997)，內部行銷導向作為與組織承諾關係之研究，國立中山大學企業管理研究所碩士論文。
黃俊英(1979)，國營事業投資計劃評估方法與作業之研究，行政院研究發展考核委員會。
___(2000)，多變量分析，中國經濟企業研究所。
___與巫喜瑞(2000)，內部行銷概念及其與人力資源管理的比較，企銀季刊，第二十三卷，第三期。
彭培業(2001)，民進黨執政下的台灣不動產，翰蘆圖書出版有限公司。
蕭麗華譯(1993)，Scott ＆ Jafe著，「授權之道---建立有利的組織氣候」，麥田。

二、英文部分

Anderson, Erin and Richard L. Oliver (1987), “Perspectives on Behavior-Based Versus Outcome-Based Control System,” Journal of Marketing, Vol. 51, No. 4, pp. 76-88.
Bak, Constance A., Leslie H. Vogt, William R. George, and I. Richard Greentree
(1994), “Management by Team: An Innovative Tool for Running a Service
Organization Through Internal Marketing,” Journal of Services Marketing, Vol.8, No. 1, pp. 37-47.
Barner, R. (1994), “Enablement: The Key to Empowerment,” Training and Development Journal, (June), pp. 33-36.
Berry, L. L. (1981), “The Employee as Customer,” Journal of Retail Banking, Vol. 3, pp. 25-28.
___ and A. Parasuraman (1991), Marketing Services: Competing through
Quality, New York: The Free Press.
Blanchard, K., J. P. Carlos, and A. Randolph. (1996), Empowerment takes more then a minute, CA: Berrett-Koehler.
Boles, J.S., B. J. Babin, T. G. Brashear and C. Brooks (2001), “An Examination of the Relationships between Retail Work Environment, Salesperson Selling Orientation - Customer Orientation and Job Performance,” Journal of Marketing Theory and Practice, Vol. 9, pp. 1-13.
Bolles, Robert C. (1979), Learning Theory, New York: Holt, Rinehart and Winston.
Bowen, David E. and B. Schneider (1988), Service Marketing and Management:
Implications for Organizational Behavior, Research in Organizartional Behavior, JAI Press Inc., Greenwich, CT.
___ and Edward E. Lawler Ill (1992), “The Empowerment of Service Workers: What, Why, How, and When,” Sloan Management Review, Vol. 33, pp. 31-39.
___ and ___(1995), “Empowerment Service Employees,” Sloan Management Review, (Summer), pp. 73-83.
Browder, JR. L. H. (1994), “Exploring the meanings of teacher empowerment ,” International Journal of Educational Reform, Vol. 3, No. 2, pp. 137-153.
Burke, W. (1986), Leadership as Empowering Others, In S. Srivastra (Ed.), Executive Power, San Francisco, CA: Jossey-Bass.
Bursk, E. C. (1947), “Low-Pressure Selling,” Hardvard Business Review, Vol. 25 (Winter), pp. 227-242.
Bush, Robert P., David J. Ortinau, Alan J. Bush and Jr. Joseph F. Hair (1990),
“Developing A Behavior-Based Scale to Assess Retail Salesperson Performance,” Journal of Retailing, Vol. 66 (Spring), pp. 119-136.
Cahill, Dennis J. (1995), “The Managerial Implication of The Learning Organization:
A New Tool for Internal Marketing,” Journal of Services Marketing, Vol. 9, No. 4, pp. 43-51.
Carruna, A. and P. Calleya (1998), “The Effect of Internal Marketing on Organizational Commitment among Retail Bank Managers,” International Journal of Bank Marketing, Vol. 16, No.3, pp. 108-116.
Cascio, Wayne F. (1991), Applied Psychology in Personal Management, 4th ed., New Jersey: Prentice Hall.
Chebat J. C. and P. Kollias (2000), “The Impact of Empowerment on Customer Contact Employees’ Role in Service Organizations,” Journal of Service Research, Vol. 3, No. 1, pp. 66-81.
Cocheu, T. (1998), “Assessment: Refocus Performance Objectives toward Greater Customer Service,” Personnel Journal, Vol. 67 (April), pp. 116-20.
Collins, Brett and Adrian Payne (1991), “Internal Marketing: A New Perspective
for HRM,” European Management Journal, Vol. 9, No. 3, pp. 261-270.
Conger, R. A., and R. N. Kanungo (1988), “The Empowerment Process: Integrating Theory and Practice,” Academy of Management Review, Vol. 13, No. 3, pp. 471-482.
Cook, John D., Sue J. Hepworth, Toby D. Wall, and Peter B. Warr (1981), The Experience Work, New York: Academic Press.
Cravens, David W., Thomas N. Ingram, Raymond W. LaForge, and Clifford E. Young (1993), “Behavior-Based and Outcome-Based Salesforce Control Systems,” Journal of Marketing, Vol. 57 (October), pp. 47-59.
Crnmer, Pob. (1995), “Level-headed About Empowerment,” Hospital Material Management Quarterly, Vol. 16, No. 4, pp. 1-5.
Day, G. S. and Robin Wensley (1988), “Assessing Advantage: A Framework for Diagnosing Competitive Superiority,” Journal of Marketing, Vol. 52 (April), pp. 1-20.
___ (1994), “The Capabilities of Marketing---Driven Organizations,” Journal of Marketing, Vol. 58 (October), pp. 37-52.
Daft﹐R. L. (1995), Organization Theory and Design, Fifth Edition. St Paul, MN：West Publishing Company.
Darraugh, B. (1991), “Basic of employee empowerment”, American Society for Training and development, (May), pp.1-12
Deshpande, Rohit, John U. Farley, and Frederick E. Webster Jr. (1993), “Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis,” Journal of Marketing, Vol. 57, pp. 23-27.
Dubinsky, A. J. and William A. Staples (1981), “Are Industrial Salespeople Buyer
Oriented,” Journal of Purchasing and Material Management, Vol. 17 (Fall), pp. 12-19.
Dunlap, B. J., Michael Doston, and Terry M. Chambers (1988), “Perceptions of
Real Estate Brokers and Buyers: A Sales Orientation, Customer Orientation
Approach,” Journal of Business Research, Vol. 17, pp. 175-187.
Flipo, J. P. (1986), “Service Firms: Interdependence of External and Internal Marketing Strategies,” Journal of European Marketing, Vol. 20, No. 8, pp. 55-68.
Ganesan, S. (1994), “Determinants of Long-term Orientation in Buyer-Seller Relationships,” Journal of Marketing, Vol. 58, No. 2, pp. 1-19.
Gary, B., S. Matear, C. Boshoff and P. Matheson (1998), “Developing a Better Measure of Market Orientation,” European Journal of Marketing, Vol. 32, pp. 884-903
George, William R. (1977), “The Retailing of Services--A Challenging Future,”
Journal of Retailing, Vol. 91 (Fall), pp. 85-98.
___ (1990), “International Marketing and Organizational Behavior: A Partnership in Developing Customer-Conscious Employees at Every Level,” Journal of Business Research, Vol. 20, pp. 63-70.
___ and C. Gronroos (1989), Developing Customer-Conscious
Employee at Every Level-Internal Marketing, in Handbook of Services
Marketing, Carole A. Congram and Margaret L. Friedman, eds., AMACOM, New York.
Glassman, M. and B. McAfee (1992), “Integrating the personnel and marketing functions,” Business Horizons, Vol. 35, No. 3 (May/June), pp. 52-59
Greene, W. E., G. D. Walls and L. J. Schrest (1994), “Interanl Marketing: The
Key to External Marketing Success,” Journal of Services Marketing, Vol. 8, No. 4, pp. 5-13.
Gronroos, Christian (1981), Internal Marketing---An Integral Part of Marketing Theory, In Donnelly, J. H. and George, W. E. (Eds.), Marketing of Services, American Marketing Association Proceedings Series.
___ (1982), “An Applied Service Marketing Theory,” European
Journal of Marketing, Vol. 16, No. 7, pp. 30-41.
___ (1983), “Strategic Management and Marketing in the Service Sector”, Marketing Science Institute Working Paper Series, Report No. 83-104, Cambridge, MA: Marketing Science Institute.
___ (1984), “A Service Quality Model and Its Marketing Implications,” European Journal of Marketing, Vol. 18, No. 4, pp. 36-44.
___ (1990), “Relationship Approach to Marketing in Service
Contexts: The Marketing and Organiza tional Behavior Interface,” Journal of
Business Research, Vol. 20, pp. 3-11.
___ (1994), “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing,” Asia-Australia Marketing Journal, Vol. 2, No. 1, pp. 9-30.
Gummesson, Evert (1987), “The New Marketing- Developing Long-Term
Interactive Relationships,” Long Range Planning, Vol. 20, pp. 10-20.
___ (1992), “Using Internal Marketing to Develop a New Culture --- The Case of Ericsson Quality,” Journal of Business and Industrial Marketing, Vol. 2, No. 3, pp. 23-28.
Guralnik, D.B. (1972), Webster’s New World Dictionary of the American Language, 2nd ed, 台北：力行書局.
Gwinner, R. (1968), “Base Theory in the Formulation of Sales Strategies,” MSU
Business Topics, Vol. 16 (Autumn), pp. 37-44.
Hair, J. F. Jr., R. E. Anderson, R. L. Tatham, and W. C. Black (1998),
Multivariate Data Analysis, 5th ed., New Jersey: Prentice- Hall.
Hall, R. (1992), “The Strategic Analysis of Intangible Resources,” Strategic Management Journal, Vol. 13 (February), pp. 135-144.
Hartley, S. W. and P. L. Lee (1986), “Implementation of Service Marketing Programs: Key Areas for Improvement,” Journal of Professional Service Marketing, Vol. 2, (Fall/Winter), pp. 25-37.
Hartline, M. D. and O. C. Ferrell (1996), “The Management of Customer- Contact
Service Employees: An Empirical Investigation,” Journal of Marketing, Vol. 60
(October), pp. 52-70.
___, J. G. MaxhamⅢ, and D. O. McKee (2000), “Corridors of Influence in the Dissemination of Customer-Oriented Strategy to Customer Contact Service Employees,” Journal of Marketing, Vol. 64, pp.35-50.
Herrington, G. and W. Lomax (1999), “Do Satisfied Employees Make Customers Satisfied? An Investigation into the Relationship between Service Employee Job Satisfaction and Customer Perceived Service Quality,” in Hildebrandt, L., Annacker, D. and Klapper (Eds), Marketing and Competition in the Information Age, Proceedings of the 28th EMAC Conference, Humboldt University Berlin, May 11-14, p. 10.
Hoffman, K. Douglas and Thomas N. Ingram (1991), “Creating customer orientated employees: the case in home health care,” Journal of Health Care Marketing, Vol. 11 (June), pp. 24-32
___ and ___ (1992), “Service Provider Job
Satisfaction and Customer-Oriented Performance,” The Journal of Services
Marketing, Vol. 6, No. 2 (Spring), pp. 68-78.
Johnson, E. M. and D. T, Seymour (1985), The Impact of Cross Selling on the Service
Encounter in Retail Banking, in John A. Czepiel, Machael R. Solomon, and Carol Surprenant (eds.), The Service Encounter: Managing Employee/Customer Interaction in Service Business, Lexington, MA: Lexington Books, pp. 225-239.
___, E. E. Scheuing and K. A. Gaida (1986), Profitable Services Marketing, Homewood, IL: Dow-Jones Irwin.
Joseph, W. B. (1996), “Internal Marketing Builds Service Quality,” Journal of
Health Care Marketing, Vol. 16, No. 1, pp. 54-59.
Jou, Jacob Yih-Hen, Yi-Ling Lin, and Cedric H. J. Wu (1999), “The Relationship between the Internal Marketing Orientation and Organizational Commitment--- Taking Nursing Personal as an Example,” proceeding of 1999 International Conference on Comparative Management, Kaohsiung, National Sun Yat-Sen University, pp. 451-464.
Kanter, R. M. (1993), Men and women of the corporation, New York: Basic Books.
Kelley, Scott W. (1990), “Customer Orientation of Bank Employees and Culture,” International Journal of Marketing, Vol. 8, No. 6, pp. 25-29.
___ (1992), “Developing Customer Orientation Among Service
Employees,” Journal of the Academy of Marketing Science, Vol. 20, No. 1, pp. 27-36.
Kohli, A. K. and B. J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implication,” Journal of Marketing, Vol. 54 (April), pp. 1-18.
Kolter, P. (1991), Marketing Management: Analysis, Planning, Implementation and Control, 7th Edition, Englewood Cliffs, NJ, Prentice-Hall Inc.
___ and G. Armstrong (1999), Principles of Marketing, 8th eds., Prentice Hall, pp. 44-57.
Langsner, A. Z. (1961), Wage and Salary Administration, South-Western, pp.315-316.
Laschinger, H. K. S. and H. D. Havens (1996), “Staff Nurse Work Empowerment and Perceived Control over Nursing Practice, Condition for Work Effectiveness,” Journal of Nursing Administration, Vol. 24, No. 10, pp. 38-47.
___ and J. Shamian (1994), “Staff Nurses and Nurse Managers’ Perceptions of Job Related Empowerment and Managerial Self Efficacy,” Journal of Nursing Administration, Vol. 24, No. 10, pp. 30-35.
Levitt, Theodore (1980), “Marketing Success Through Differentiation of Anything,” Harvard Business Review, Vol. 58 (January-February), pp. 50-57.
Lewis, R. C. (1989), “Hospitality Marketing: The Internal Approach,” Cornell Hotel and Restaurant Administration Quarterly, Vol. 30 (November), pp. 41-45.
Lovelock, Cristopher H (1993), “Classifying Services to Gain Strategic Marketing Insights” Journal of Marketing, Vol 47 (Summer), pp 10-18.
Martin, R. A. (1992), “Creating and Maintaining Service Culture,” International Journal of Quality and Reliability Management,” Vol. 9, No. 1, pp. 9-19.
McNaughton, R. B., P. Osborne , E. Morgan, and G. Kuttwaroo(2001), “Market Orientation and Firm Value,” Journal of Marketing Management, pp. 521-542.
Moorman, Christine, Rohit Deshpande and Gerald Zaltman (1993), “Factors Affecting Trust in Market Research Relationships,” Journal of Marketing, Vol 57 (January), pp. 81-101.
Narver, J. C. and S. F. Slater (1990), “The Effect of a Market Orientation on Business Profitability,” Journal of Marketing, Vol. 54, pp. 20-35.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry (1985), “A Conceptual Model of Service Quality and it Implication for Future Research,” Journal of Marketing, Vol. 49, pp.41-50.
___, ___, and ___ (1988), “Communication and Control Processes in the Delivery of Service Quality”, Journal of Marketing, Vol. 52 (April), pp. 35-48.
Piercy, N. and N. Morgan (1991), “Internal Marketing---The Missing Half of the
Marketing Programme,” Long Range Planning, Vol. 24, No. 2, pp. 82-93.
Quester, P. G. and A. Kelly (1999), “Internal Marketing Practices in The Australian Financial Sector: An Exploratory Study,” Journal of Applied Management Studies, Vol. 8, No. 2, pp. 217-229
Rafiq, M. and P. K. Ahmed (1993), “The Scope of Internal Marketing: Defining
the Boundary Between Marketing and Human Resource Management,” Journal of Marketing Management, Vol. 9, pp. 219-232.
___ and ___ (1998), “A Customer-Oriented Framework for Empowering Service Employees”, Journal of Service Marketing, Vol. 12, No. 5, pp. 379-94.
___ and ___ (2000), “Advances in the Internal Marketing Concept: Definition, Synthesis and Extension,” Journal of Service Marketing, Vol. 14, No. 6, pp. 449-462.
Reardon, Kathleen K. and Ben Enis (1990), “Establishing a Companywide Customer Orientation through Persuasive Internal marketing”, Management Communication Quarterly, Vol. 3, No. 3, (February), pp. 376-387.
Robbins, S. P. (1993), Organizational behavior, 6th ed., NJ: Prentice Hall.
Saxes, Robert and Barton A. Weitz (1982), “The SOCO Scale: A Measure of the
Customer Orientation of Salespeople,” Journal of Marketing Research, Vol. 19
(August), pp. 343-351.
Scott, Susanne G. and Reginald A. Bruce (1994), “Determinants of Innovative Behavior: A Path Model of Individual Innovation in the Workplace,”
Academy of Management Journal, Vol. 37, pp.580-607.
Setton, R. P., N. Bennett, and R. C. Liden (1996), “Social Exchange in Organizations: The Differential Effects of Perceived Organizational Support and Leader Member Exchange, Journal of Applied Psychology, Vol. 81, pp. 219-227.
Shapiro, B. P. (1988), “What the Hell Is Market Oriented？” Harvard Business Review, Vol. 66 (November/ December), pp. 119-125.
Shermen, A., George Bohlander and Scott Snell (1996), Managing Human
Resource, South-Western College.
Siguaw, J. A., G. Brown and R. E. Widing (1994), “The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitude,” Journal of Marketing Research, Vol. 31, No. 1, pp. 106-116.
Sirkin, H. L. (1993), “The Employee Empowerment Scam,” Training ＆ Development Journal, Vol.46, No.2, pp. 11-12.
Tansuhaj, Patriya, Donna Randall, and Jim McCullough (1988), “A Services
Marketing Management Model: Integrating Internal and External Marketing
Functions,” The Journal of Services Marketing, Vol. 2, No. 1, (Winter), pp. 31-38.
Thomas, K. W.,and B. A. Velthouse (1990), “Cognitive elements of empowerment: An “interpretive” model of intrinsic task motivation,” Academy of Management Review, Vol. 15, No. 4, pp. 666-681.
Waterman, R. H. (1987), The Renewal Factor, New York, N. Y.: Bonterman Book.
Wellins, R., W. Byham and J. Wilson (1991), Empowered Team: Creating Self- Directed Work Groups That Improve Quality, Productivity and Participation, San Francisco: Jossey-Bass Publishing.
Williams, M. R. and J. Wiener (1990), Does the Selling Orientation-Customer Orientation (SOCO) Scale Measure Behavior or Disposition? Enhancing Knowledge Development in Marketing (Eds.), William Bearden et al., Chicago: American Marketing Association.
Winter, J. P. (1985), “Getting your House in order with Internal Marketing: a marketing prerequisite,” Health Marketing Quarterly, Vol. 3, No. 1, pp. 69-77.
Zemke, A. and D. Schaaf (1985), The Service People in Service America-Doing Business in the New Economy, Homewood, IL: Dow-Jones Irwin.