摘 要

近年來，量販店在台灣流通市場，已經成為民生必需品消費的主流。在景氣的寒冬中，變化及競爭尤其劇烈；具有領先品牌的量販店持續有展店之行動，不過焦點卻擺在加強商品和服務的差異化，不再以價格戰鎖死彼此的生存空間。

本研究即以量販店作為研究背景，當其以服務差異化為重點策略時，是否體認擁有服務意識及顧客導向行為的員工，將是其經營成功的關鍵。而在與顧客接觸頻繁的量販店中，服務的品質與營業服務人員的品質是相當密切的。本研究主要目的在探討，影響量販店員工顧客導向行為的因素為何？即選擇某連鎖量販店中區分店員工做為研究對象，期望瞭解傳統行銷程序所建構之「內部行銷作為」架構，與營業服務人員「顧客導向行為」間之關係，並於架構中再加入「組織承諾」為中介變數，期望清楚驗證出內部行銷作為是否會透過其中介，進而對員工「顧客導向行為」產生影響。 研究結果發現如下：

一、「內部行銷作為」各構面對「組織承諾」各構面有顯著正向影響
實證發現量販店落實「內部行銷作為」，會讓員工更加「認同」、「應當」及「想要」留在企業當中，且會對「顧客服務」有更深之體認。
二、「組織承諾」各構面對「顧客導向行為」各構面有顯著正向影響
當員工對企業認同較高時，會有較佳之顧客導向行為表現。另應注意「組織承諾」中的「留職承諾」對「顧客導向行為」並無顯著影響。換言之當員工留在企業，並不一定有較佳的「品質穩定可靠」的表現；故其留下原因是「認同」，亦或只是「必須」留下，是值得再探討的。
三、「內部行銷作為」各構面透過「組織承諾」會加強對「顧客導向行為」各構面有間接顯著正影響
實證中發現，「內部行銷作為」對「顧客導向行為」有顯著正向影響；另也發現「內部行銷作為」若透過中介變數「組織承諾」，會更加強對「顧客導向行為」顯著正向的間接影響。由此可知，量販店在落實「內部行銷作為」時，管理者亦須注意中介變數「組織承諾」的變化，以強「顧客導向行為」有更佳的表現。

Abstract

In the recent years, hypermarkets in Taiwan became already the main places that the consumers purchase articles for daily use. During the depression, it is very fierce that variations and competitions between the hypermarkets. The leading-brand hypermarkets still to expand their new stores in this year, but they placed the focus to increase the differences of their products and services with others, rather to compress the existing space between competitors through the price war.

The study is at background of the hypermarkets, when they would like to consider the differences of services as their principal marketing tactic, whether they perceived already the employees, who possess service consciousness and customer-oriented behavior, are the key points to operate successfully. In the hypermarkets where the employees contact frequent- ly with the customers, service quality is very close to the quality of employees. One of the main purposes of this research is to discuss what factors to affect the Customer-Oriented Behavior in the hypermarkets. Therefore, I choose the employees from a famous hypermarket, located in central Taiwan, as object of the study, in order to understand the relations between “Internal Marketing” and “Customer-Oriented Behavior” of employees. Then to adulterate again with “Organizational Commitment” as an intervening variable, in order to demonstrate clearly whether” Internal Marketing “would affect “Customer- Oriented Behavior “or not by the intervening variable. The study finds the followings:

1. Internal Marketing affects positively on Organizational Commitment.
2. Organizational Commitment affects positively on Customer-Oriented behavior.
3. Internal Marketing affects positively on Customer-Oriented Behavior.
Internal Marketing can also reinforce indirectly its influence on Customer- Oriented Behavior through the mediator of Organizational Commitment, the managers should also concern with the mediator, so as to make sure the Customer-Oriented Behavior will perform.

－ 目 錄 －

第一章 緒論 ……………………………………………………………………… 1
第一節 研究動機與背景……………………………………………………………… 1
第二節 研究目的……………………………………………………………………… 4
第三節 研究步驟……………………………………………………………………… 6
第四節 研究個案簡介－量販店S公司簡介 ………………………………………… 7
第二章 文獻探討 ………………………………………………………………… 16
第一節 內部行銷………………………………………………………………………16
第二節 組織承諾………………………………………………………………………27
第三節 顧客導向行為…………………………………………………………………33
第三章 研究方法 …………………………………………………………………38
第一節 研究架構與假設………………………………………………………………38
第二節 研究變項的操作性定義與研究工具…………………………………………40
第三節 樣本回收與樣本特性分析……………………………………………………43
第四節 資料分析方法…………………………………………………………………45
第五節 因素分析、信度分析及效度分析……………………………………………47
第六節 研究限制………………………………………………………………………51
第四章 分析結果與討論 ……………………………………………………………52
第一節 各研究變項描述性統計分析…………………………………………………52
第二節 個人特徵在內部行銷各相關變數上之差異分析……………………………60
第三節 內部行銷與各變數之相關分析………………………………………………70
第四節 內部行銷與各變數之複迴歸分析……………………………………………73
第五章 結論與建議…………………………………………………………………77
第一節 結論……………………………………………………………………………77
第二節 建議……………………………………………………………………………83

研究後記 ………………………………………………………………………………88
參考文獻 ………………………………………………………………………………91
（附錄） 研究問卷……………………………………………………………………96

－ 表 目 錄 －

表1-4-1 台灣地區近六年量販店業營業額成長………………………………………10
表1-4-2 台灣地區量販店1999- 2002 營運調查……………………………………11
表1-4-3 S公司沿革……………………………………………………………………13
表2-1-1 服務品質的定義 ……………………………………………………………17
表2-1-2 內部行銷之意義與概念發展之彙整 ……………………………………… 21
表2-2-1 組織承諾發展三階段 ……………………………………………………… 29
表2-2-2 組織承諾的分類與意義 …………………………………………………… 29
表3-2-1 各研究變項使用研究工具彙總表 ……………………………………… 40
表3-3-1 研究樣本特性 ……………………………………………………………… 44
表3-5-1 「顧客導向行為」因素分析………………………………………………… 48
表3-5-2 各變項之基本統計量與Cronbach’sα值 …………………………………49
表4-1-1　整體樣本在各變數之描述性及差異性分析表 ……………………………53
表4-1-2 性別樣本在各構面之描述性分析表 ………………………………………54
表4-1-3 年齡樣本在各構面之描述性分析表 ………………………………………55
表4-1-4 婚姻樣本在各構面之描述性分析表 ………………………………………56
表4-1-5 教育樣本在各構面之描述性分析表 ………………………………………56
表4-1-6 年資樣本在各構面之描述性分析表 ………………………………………57
表4-1-7 職稱樣本在各構面之描述性分析表 ………………………………………58
表4-1-8 單位樣本在各構面之描述性分析表 ………………………………………59
表4-2-1 個人特徵在「教育訓練」之差異分析表 …………………………………61
表4-2-2 個人特徵在「管理支持」之差異分析表 …………………………………62
表4-2-3 個人特徵在「內部溝通」之差異分析表 …………………………………62
表4-2-4 個人特徵在「人事活動」之差異分析表 …………………………………63
表4-2-5 個人特徵在「外部溝通」之差異分析表 …………………………………64
表4-2-6 個人特徵在「價值承諾」之差異分析表 …………………………………65
表4-2-7 個人特徵在「努力承諾」之差異分析表 …………………………………66
表4-2-8 個人特徵在「留職承諾」之差異分析表 …………………………………67
表4-2-9 個人特徵在「態度主動積極」之差異分析表………………………………68
表4-2-10 個人特徵在「品質穩定可靠」之差異分析表………………………………69
表4-2-11 個人特徵在「培養長期顧客」之差異分析表………………………………69
表4-3-1 研究架構中各變數間之相關分析表 ………………………………………72
表4-4-1 「內部行銷作為」對「組織承諾」之迴歸分析彙總表 ……………………73
表4-4-2 「組織承諾」對「顧客導向行為」之迴歸分析彙總表 ……………………74
表4-4-3 「內部行銷作為」及「組織承諾」對「顧客導向行為」之迴歸分析
彙總表…………………………………………………………………………76
表5-1-1 差異性假設驗證表 …………………………………………………………80
表5-1-2 影響性假設驗證表 …………………………………………………………82

－ 圖 目 錄 －

圖1-1-1 服務金三角 ………………………………………………………………… 2
圖1-3-1 本研究之研究流程圖 ……………………………………………………… 6
圖1-4-1 台灣地區近六年量販店業營業額成長 ……………………………………11
圖1-4-2 台灣地區各大量販店佈陣圖 ………………………………………………12
圖1-4-3 S公司— 公司組織圖 …………………………………………………… 14
圖1-4-4 S公司— 營業店組織圖 ………………………………………………… 15
圖3-1-1　研究架構圖 …………………………………………………………………38

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