在服務業中，由於服務具有「無形性」、「同時性」及「異質性」等特性，服務提供者與服務接受者間之接觸非常密切，顧客也往往會把這些服務接觸服務人員視為服務之一部份，服務提供者也成為影響顧客對服務品質的評估之關鍵性因素。顧客對企業所提供服務的正面滿意評價，常取決於服務接觸時服務提供者的顧客服務意識及服務熱誠，然而服務提供者對顧客的服務熱誠卻常基於其對組織及工作的認同之上。所以欲使員工具備顧客服務意識及服務熱誠，則組織就必須要有內部行銷的觀念。此外，組織也必須對顧客接觸人員提供所有必要的支援，也就是提供組織支持，讓服務人員願意而且有能力去提供優質之服務。過去學者基於服務業之特性，對於透過內部行銷作為之實行以提昇服務品質之議題已有許多的討論和共識，但是對於內部行銷、顧客導向與服務品質間到底是否存在中介變數，及各變數間之關係為何，卻較少有深入完整探討和實證研究。爰此，本研究之主要目的除了釐清內部行銷概念外，亦透過實證研究檢證內部行銷概念在組織中應用的效果，探討內部行銷導向作為對於組織支持、提昇員工工作滿足並進而影響員工顧客導向及顧客知覺之服務品質的影響。因此本研究選定銀行業中服務接觸員工和顧客之成對關係為實證對象，以線性結構模式驗證本研究所提出的理論模式。結果如下：
1. 由相關文獻之探討整理出內部行銷概念之涵義，發展「內部行銷導向」之操作性定義、構面及具信效度內部行銷導向量表。
2. 其次，經由實證結果證實了內部行銷導向、組織支持、工作滿足、顧客導向等相關變項間的正向影響關係，提出並驗證了內部行銷導向與顧客導向間關係的中介模式。
3. 最後，員工顧客導向與顧客服務品質知覺間之正向關係並不顯著。

In the service industry, human resource is the most vital and important component, because the positive appraisement of the service is usually based on the customer’s orientation of the service provider. Thus, in order to instill employees with a sense of service and with enthusiasm, the organization needs to develop the internal marketing orientation. Additionally, manager should support customer service and demonstrates this “service enthusiasm” in terms of organizational support.
The concept of internal marketing was first reported in the area of service marketing. The initial concept came from the field of external marketing, which is based on the concept of treating employees as customers. The hope was to enhance employees' job satisfaction so as to further develop the sense of customer orientation of the members within the organization. Moreover, employee's customer orientation will influence customer service quality.
In this research, author only focused on the front line employees in bank and transformed the concept of internal marketing into more management behaviors. This research uses quantitative research methods to explore the relationship between perception of internal marketing orientation and customer orientation.
In empirical studies, the major findings are as follow: 1. author proposed an operational definition of the internal marketing orientation, and developed the scale. 2. author proposed a internal marketing orientation-customer orientation orientation model, which was empirical verified. 3. the relationship between the employee's customer orientation and customer service quality wasn’t verified.

目 錄
摘 要 Ⅱ
目 錄 Ⅳ
圖 目 錄 Ⅸ
表 目 錄 Ⅹ
第壹章 緒 論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究範圍與對象 5
第貳章 理論基礎與文獻探討 6
第一節 內部行銷 6
一. 內部行銷概念之發展與義意.............. ....................6
二. 內部行銷與人力資源管理之關係與比較 10
三. 內部行銷導向及作為 16
四. 內部行銷之實證研究 23
五. 小結 27
第二節 組織支持 29
一. 組織支持之意義 29
二. 組織支持之相關文獻回顧 33
三. 小結 40
第三節 工作滿意 41
一. 員工工作滿意之意義 41
二. 工作滿意之衡量 42
三. 工作滿意之相關因素 43
四. 工作滿意、顧客導向和服務品質之關係 44
五. 小結 45
第四節 顧客導向 47
一. 顧客導向之意義 47
二. 顧客導向之相關研究 48
三. 小結 50
第五節 服務品質 51
一.「服務品質」之定義 51
二. 服務品質的衡量構面 52
三. 服務品質評估模式 58
四. 小結 59
第六節 觀念架構與研究假設 60
一. 研究觀念架構 60
二. 研究假設 60
第參章 研究方法 67
第一節 變項操作性定義與衡量工具 67
一. 內部行銷導向之操作性定義 67
二. 組織支持之操作性定義 73
三. 工作滿足之操作性定義 73
四. 顧客導向之操作性定義 74
五. 服務品質之操作性定義 75
六. 填答者基本資料 75
七. 量表修訂 75
第二節 量表發展與檢測 76
一. 內部行銷問項修正與篩選 76
二. 再測信度檢驗 76
三. 小結 77
第三節 抽樣方法及分析方法 78
一. 抽樣方法 78
二. 分析方法 78
第肆章 研究結果 79
第一節 樣本特性分析 80
一. 回收樣本 80
二. 樣本之描述性統計 80
第二節 問卷的信度和效度分析 81
一. 內部行銷知覺之信度和效度分析 81
二. 組織支持之信度和效度分析 89
三. 工作滿足之信度和效度分析 93
四. 顧客導向之信度和效度分析 94
五. 服務品質之信度分析 96
第三節 內部行銷、組織支持與工作滿足之可區別性 98
一. 四因素模式分析 98
二. 三因素模式分析 99
三. 小結 100
第四節 線性結構模式分析與研究假設檢定 102
一. 結性結構分析 102
二. 線性結構模式分析結果彙整 109
第五節 顧客導向與服務品質之關係 112
一. 服務品質與其他構面之相關分析 112
二. 顧客人口統計變數對服務品質知覺之影響 112
第六節 小結與討論 115
一. 內部行銷量表之發展 115
二 研究假設檢定結果 118
第伍章 結論與建議 120
第一節 研究結果與討論 120
一. 內部行銷導向量表之發展 120
二. 相關構念之區別性 120
三. 內部行銷-顧客導向之中介模式 121
四. 研究假設驗證 121
第二節 討論與理論意涵 124
一. 內部行銷有員工態度管理和溝通管理二大面向 124
二. 直屬主管在內部行銷上之重要性 124
三. 內部行銷導向與顧客導向的關聯性 125
四. 服務業的第一線員工亦是兼職行銷人員 126
五. 組織支持與工作滿足在內部行銷計劃中的重要性 126
第三節 研究限制 127
一. 研究結果在其他服務業的適用性 127
二. 抽樣方法的限制 127
三. 衡量上的限制 127
第四節 研究貢獻 128
一. 在學術理論上的貢獻 128
二. 在行銷實務上的貢獻 128
第五節 對後續研究之建議 129
一. 內部行銷量表在不同產業的驗證 129
二. 顧客導向量表之重新檢測 129
三. 成對服務人員與顧客間之研究 129
四. 納入其他重要變數 130
參考文獻 131
附錄一 附表 142
附錄二 調查問卷 152

圖目錄
圖2-1 員工與組織社會交換的型式和關係模式 37
圖2-2 服務品質的概念化模式 53
圖2-3 擴大的服務品質模式 57
圖2-4 研究觀念架構 60
圖4-1 模式1 105
圖4-2 模式2估計參數與路徑圖 107
圖4-3 模式3估計參數與路徑圖 108



表目錄
表 2-1 內部行銷概念之彙整 9
表 2-2 行銷導向與產品導向之訓練方案上之差異 14
表 2-3 人力資源部門與行銷部門特性比較 15
表 2-4 行銷組合四要素及人力資源管理之對等要素 22
表 3-1 本研究採用之量表 67
表 3-2 顧客導向因素分析 77
表 4-1 內部行銷構面之信度及因素分析檢測彙總 87
表 4-2 內部行銷知覺的二階驗證性因素分析結果 88
表 4-3 內部行銷構念區別效度分析 89
表 4-4 組織支持構面之信度及因素分析檢測彙總 91
表 4-5 組織支持的二階驗證性因素分析結果 92
表 4-6 組織支持構念區別效度分析 92
表 4-7 工作滿足構面之信度檢測 93
表 4-8 顧客導向構面之信度及因素分析彙總 95
表 4-9 顧客導向的二階驗證性因素分析結果 95
表 4-10 服務品質構面之信度檢測 97
表 4-11 四因素模式及其相關係數 99
表 4-12 三因素模式及其相關係數 101
表 4-13 變數間之相關係數 103
表 4-14 衡量模式之驗證性因素分析結果 104
表 4-15 假設模式2之標準化ΛY係數表 106
表 4-16 假設模式2之標準化ΛX係數表 106
表 4-17假設模式2之標準化Β與Γ係數表 106
表 4-18 模式比較 108
表 4-19 假設模式3之標準化ΛY係數表 109
表 4-20 假設模式3之標準化ΛX係數表 109
表 4-21 假設模式3之標準化Β與Γ係數表 109
表 4-22 變數間之影響效果 111
表 4-23 服務品質與其他變數之相關分析 113
表 4-24 顧客人口統計變數對服務品質之差異顯著性檢定 113
表 4-25 服務品質與顧客導向迴歸分析 114
表 4-26 研究假設檢定總表 119

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