中文摘要：
有別於工業時代企業競爭力來自於機器設備、原料、土地資產的多寡，今日知識經濟的競爭，強調人力資本與知識的累積，因此高素質的人力資源是企業致勝的關鍵因素之一，亦是建構競爭優勢的不二法門。在與顧客高度接觸的服務業中，服務提供者的品質與服務品質更是密不可分，因此培養具備服務意識與顧客導向的員工是服務業公司刻不容緩的事，而內部行銷即是將行銷概念應用於組織內部管理，將員工視為內部顧客，針對其需求提供員工適當的內部產品，以激發員工的服務意識與顧客導向。
本研究的目的除了參考過去文獻之定義、學術與實務專家意見，嘗試發展適用於衡量內部行銷作為的量表外，亦試圖以綜合券商經紀部門之第一線證券營業人員為研究對象，以量化的方式，進一步釐清員工所知覺到公司內部行銷作為以及施行行為績效評估制度的程度對員工的工作態度與行為所產生的影響，以及員工對內部行銷作為的滿意是否帶來較高的工作滿足與顧客導向服務意識與服務行為。研究結果發現如下：(1) 證券營業人員所知覺到公司內部行銷作為、行為績效評估制度以及對公司內部行銷作為滿意的程度對其工作滿足具正向影響， (2)證券營業人員之工作滿足與其顧客至上服務行為表現之間的關係並不顯著， (3)證券營業人員所知覺到公司內部行銷作為與行為績效評估制度的程度與其顧客至上服務行為具有正向關係, (4)證券營業人員對公司內部行銷作為之滿意程度與其顧客至上服務行為為負向關係， (5)行為績效評估制度的施行對員工知覺內部行銷作為與顧客至上變項間之關係存在干擾作用，(6)行為績效評估制度的施行對內部行銷作為滿意與顧客至上變項間之關係存在干擾作用。另外，內部行銷作為知覺變項經因素分析後得六個因素構面，分別為報償(compensation)構面、個人成長構面、接納包容構面、推廣(promotion)構面、直屬主管關懷構面、場合構面等，原始內部行銷理論中之產品(product)構面區分為三個獨立構面---報償、個人成長以及接納包容等，人員構面則為質屬主管關懷構面，場合及推廣構面皆與原始構面相似，符合行銷組合7Ps之推論。

英文摘要：
In today’s knowledge economy age, competition emphasizes on human capital and knowledge accumulation. It’s quite a different way from manufacturing era when competitive competencies mainly come from machine assets, materials and land capital. Therefore, high quality of human resources becomes one of the key sources of business success and competitive advantages. Because the process of service delivery needs high degree of personal contact, the quality of service providers has great impacts on the quality of service provided. And cultivating employees with service intent and customer orientation is an important mission which can’t be waited.
The purpose of this study is to develop a scale using to measure the degree of internal marketing behaviors by referring to researches in the past and asking opinions from academic and practical experts. This study still tries to study the securities salesmen in the southern branches of integrated securities corporations and verify the relationship between the degree of internal marketing and behavior- based evaluation policies perceived by securities salesmen and the degree of their job satisfaction and customer orientation. In addition, this study also tries to test if securities salesmen feel higher degree of satisfaction about internal marketing policy, they have higher degree of job satisfaction and perform higher degree of customer orientation.
There are six findings of this study. They are as the following: (1) the perceived degree of internal marketing and behavior- based evaluation policies and the satisfaction degree of internal marketing policy have positive impacts on the degree of security salesmen’s job satisfaction. (2) job satisfaction and customer orientation isn’t significantly related, and there could be some other factors which have impacts on this relationship. (3) the perceived degrees of internal marketing and behavior- based evaluation policies have positive impacts on the degree of securities salesmen’s customer orientation. (4) the satisfaction degree of internal marketing policy is negatively related to securities salesmen’s customer orientation. (5) the perceived degree of behavior- based evaluation policy moderates the relationship of the perceived degree of internal marketing policy and customer orientation. (6) the perceived degree of behavior- based evaluation policy moderates the relationship of the satisfaction degree of internal marketing policy and customer orientation. And the outcome of factor analysis of the perceived degree of internal marketing policy is six factor constructs, compensation, personal growth, comprehension, supervisors’ concern, promotion and place constructs. The original product constructs is divided into three constructs, compensation, personal growth and comprehension, and the other constructs such as promotion, supervisors’ concern and place constructs remain the same. The constructs we gain from this study are consistent with marketing mix, 7Ps.

目 錄
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第貳章 文獻探討 5
第一節 內部行銷 5
一、內部行銷對於服務業之重要性 5
二、內部行銷之觀念演進與意義 6
三、內部行銷與人力資源管理 9
第二節 顧客導向 13
一、顧客導向之意義 13
二、影響顧客導向的因素 14
第三節 工作滿足 17
一、工作滿足之定義 17
二、影響工作滿足的因素 18
第四節 行為績效評估 22
一、控制系統 22
二、控制系統的結果與影響 24
第五節 證券業 26
一、證券業之定義 26
二、產業規模 27
三、綜合券商 27
四、證券業未來展望 29
第參章 研究方法 30
第一節 研究觀念架構與假說 30
一、研究觀念架構 30
二、研究假設 31
第二節 問卷設計 37
一、問項搜集與發展 37
二、信度與效度分析 54
第三節 抽樣對象與分析方法 57
一、抽樣對象 57
二、分析方法 57
第四節 研究限制 59


第肆章 研究結果與討論 60
第一節 樣本分析 60
一、回收結果 60
二、樣本結構 60
第二節 內部行銷作為構面分析 62
一、內部行銷作為之因素分析與命名 62
二、內部行銷因素構面與原始設計之差異 68
第三節 顧客導向構面分析 71
一、因素分析與命名 71
第四節 內部行銷知覺、內部行銷滿意、行為績效評估對工作滿足 和顧客至上之影響 73
一、內部行銷作為知覺、內部行銷作為滿意、行為績效評估與 工作滿足之關係 73
二、內部行銷作為知覺、內部行銷作為滿意、行為績效評估與 工作滿足對顧客至上之影響 75
第五節 內部行銷作為構面與工作滿足之關係 80
一、內部行銷作為知覺構面與工作滿足之關係 80
二、內部行銷作為滿意構面與工作滿足之關係 82
第六節 內部行銷作為構面與顧客至上之關係 86
一、內部行銷作為知覺構面與顧客至上之關係 86
二、內部行銷作為滿意構面與顧客至上之關係 89
第七節 人口統計變項對內部行銷作為知覺、內部行銷作為滿意、 行為績效評估、工作滿足以及顧客至上之影響 93
一、人口統計變項與內部行銷作為知覺、內部行銷作為滿意、 工作滿足關係 93
二、人口統計變項與行為績效評估之關係 98
第伍章 結論與建議 100
第一節 研究結果與發現 100
一、研究假設驗證 100
二、實證研究結論 101
第二節 研究發現之啟示與建議 104
一、對後續研究之建議 104
二、對綜合證券商之建議 105





參考文獻
一、中文 107
二、英文 108
附錄一：JSS工作滿足量表原始問項 123
附錄二：台灣上櫃券商營收組成結構 125
附錄三：再測信度 126
附錄四：不同性別之人口統計特徵比較表 129
附錄五：本研究問卷 131


表 目 錄
表2-1、內部行銷概念之演進表 8
表2-2、產品導向與市場導向之比較 11
表2-3、人力資源部門與行銷部門相似特性之比較 12
表2-4、工作滿足之定義 17
表2-5、影響工作滿足的相關因素 21
表2-6、行為與結果導向控制系統之命題 25
表3-1、使用量表之原始內容 37
表3-2、員內部行銷作為之初始問項 44
表3-3、內部行銷作為問項之因素分析 47
表3-4、行為績效評估問項 49
表3-5、工作滿足問項 51
表3-6、顧客導向問項 53
表4-2、內部行銷作為知覺之因素分析 63
表4-3、內部行銷作為滿意因素分析 65
表4-4、顧客導向之因素構面分析 71
表4-5、員工內部行銷作為知覺、內部行銷作為滿意、行為績效 評估、工作滿足與顧客至上之Pearson相關分析 73
表4-6、內部行銷知覺、內部行銷滿意、行為績效評估與工作滿 足之路徑分析 74
表4-7、內部行銷作為知覺、內部行銷作為滿意、行為績效評估、 工作滿足與顧客至上之路徑分析 77
表4-8、內部行銷作為知覺、內部行銷作為滿意、行為績效評估 與顧客至上之路徑分析 77
表4-9、行為評估知覺程度較高組之相關分析 78
表4-10、行為評估知覺程度較低組之相關分析 78
表4-11、內部行銷作為知覺各構面與工作滿足之相關分析 80
表4-12、內部行銷作為知覺構面與工作滿足之路徑分析 81
表4-13、內部行銷滿意構面與工作滿意之Pearson相關分析 83
表4-14、內部行銷作為滿意構面與工作滿足之路徑分析 844
表4-15、內部行銷作為知覺構面與顧客至上之Pearson相關分析 86
表4-16、內部行銷行為知覺構面與顧客至上路徑分析 87
表4-17、內部行銷滿意構面與顧客至上之Pearson相關分析 89
表4-18、內部行銷行為滿意構面對顧客至上之路徑分析 90
表4-19、人口統計變項與內部行銷作為知覺、內部行銷作為滿意、 工作滿足、行為評估之單因子變異數分析 93
表4-20、性別對內部行銷作為知覺構面之變異數差異分析 94
表4-21、性別對員工內部行銷作為滿意構面之變異數分析 94
表4-22、性別對工作滿足之變異數分析 95
表4-23、是否具服務業經歷對員工內部行銷作為知覺構面之變 異數分析 96
表4-24、公司年資對員工內部行銷作為滿意之變異數分析 97
表4-25、公司年資對工作滿足之變異數分析 97
表4-26、性別對行為績效評估之變異數分析 98
表4-27、服務業經歷對行為績效評估之變異數分析 99
表5-1、研究假設驗證表 100
表5-2、內部行銷作為因素構面之定義與發展概念整理 102
附錄表1、JSS量表之問項 123
附錄表2、1998年台灣上櫃券商營收組成結構 125
附錄表3、內部行銷作為再測信度 126
附錄表4、工作滿足之再測信度 127
附錄表5、行為績效評估再測信度 128
附錄表6、顧客導向再測信度 128
附錄表7、不同性別之人口統計特徵 129


圖目錄

圖2-1、服務行銷管理模型………………………………………………..8圖2-2、知覺控制系統的運作……………………………………………..24圖3-1、觀念架構…………………………………………………………..30圖4-1、工作滿足因果關係圖…………………………………………..…74圖4-2、顧客至上因果關係圖……………………………………………..77圖4-3、內部行銷作為知覺構面與工作滿足因果關係圖………………..82圖4-4、內部行銷作為滿意構面與工作滿足因果關係圖………………..84圖4-5、內部行銷作為知覺構面與顧客至上因果關係圖………………..88圖4-6、內部行銷作為滿意構面與顧客至上因果關係圖………………..90圖5-1、觀念架構路徑分析驗證圖………………………………………101

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