摘要
在現今高度競爭的環境中，高素質的員工已成為企業成敗的關鍵因素之一，亦已成為企業創造競爭優勢的主要來源。在服務業中，許多的服務是由服務提供者與顧客面對面接觸時所提供，服務提供者對組織及工作的認同即表現在其對顧客的服務熱忱上。顧客對企業所提供服務或產品的正面滿意評價，常取決於服務接觸時服務提供者的服務意識與服務熱忱，而欲使員工具備顧客服務意識及服務熱忱，則組織需要有內部行銷的概念和高度組織承諾的員工。
本研究主要由量化的問卷調查方式分析內部行銷與組織承諾兩者間的關係，再透由文獻及實務經驗探討對服務品質之影響，另因應軍中之特性，以年資和職務別為控制變項，利用SPSS統計軟體將蒐集資料予以分析，最後得到本研究的結論和管理意涵。本研究結果發現：（1）軍事修護工廠內部員工組織承諾的高低關鍵，主要源自於內部行銷三項屬性中的工作條件和員工認知等二項而產生的，而與內部溝通較無顯著影響關係。（2）艦艇單位對軍事修護工廠服務品質，會受到內部行銷及內部員工組織承諾之影響。（3）軍事修護工廠內部行銷愈佳時，組織承諾亦會愈高，而艦艇單位知覺到的服務品質應也會因此提昇。
關鍵詞：1.內部行銷、2.組織承諾、3.服務品質

ABSTRACT
Nowadays, in highly competitive circumstance, the highly qualified employee has become one of the key points for company to success and also the precious asset to keep company superior. In the service-guided industries, most service occurs between employees and customers by face-to-face. Therefore, the more agreement the employees show to their company and job, the higher quality the service will be paid to customers. The satisfaction and positive evaluation from customers usually are decided by the received service affected by the employees’ conscience and enthusiasm. In order to make all employees prepare good service fervency, it’s quite important for the company to develop an Internal marketing conception and employees with high loyalty of Organizational commitment.
This research is mainly by quantifiable amount of questionnaires to analyze relationship between Internal marketing and Organizational commitment, then through the associate literatures and actual experience to probe the influence on Service quality. With regarding to the character in military unit, we used Length of service and Duty as a control variable, and analyzed by statistics to obtain the conclusion and meaning of management with three conceptions as below:
1.The loyal level of Organization commitment of employees mainly depends on “working condition” and “employees’ Cognition”.
2.The Service quality received by the fleet may be affected by the Internal marketing status and Organizational commitment of employees.
3.The better of the Internal marketing made by organization, the higher Organizational commitment will be, and also the higher service quality the fleet will acquire.
Key Words: 1. Internal marketing, 2. Organization commitment,
3. Service quality

目 錄
摘 要
ABSTRACT
誌 謝
目 錄
圖目錄 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥Ⅰ
表目錄 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥Ⅱ
第一章 緒論 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥1
1.1研究動機 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥1
1.2研究目的 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥4
1.3章節架構 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥5
第二章 文獻探討 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥7
2.1內部行銷 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥7
2.2組織承諾‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥16
2.3服務品質‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥25
2.4文獻小結‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥36
第三章 研究方法‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥38
3.1海軍修護工廠之特性‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥38
3.2研究架構‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥39
3.3研究假說‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥42
3.4變項操作型定義與衡量‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥44
3.5控制變項‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥48
3.6問卷設計與抽樣方法‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥50
3.7資料分析方法‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥52
第四章 分析與討論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥54
4.1敘述性統計分析‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥54
4.2信度與效度分析‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥57
4.3內部行銷與組織承諾關係之分析‥‥‥‥‥‥‥‥‥‥‥‥‥59
4.4外部顧客對修護工廠服務品質評價之探討‥‥‥‥‥‥‥‥‥62
4.5組織承諾與服務品質關係之討論‥‥‥‥‥‥‥‥‥‥‥‥‥62
第五章 結論與管理意涵‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥64
5.1研究結論‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥64
5.2管理意涵‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥65
5.3研究限制‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥68
5.4未來研究方向‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥69
參考文獻 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥72
一、中文部分 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥72
二、英文部分 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥74
附錄 ‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥‥80

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