由於服務業具有無形性、異質性、不可儲存性、且生產與消費同時發生之特色，因此服務接觸對於消費者評估服務品質中扮演十分重要的角色，故服務業者皆致力於培育具顧客導向之員工以在服務接觸中滿足顧客的需求。本研究主要目的即在於檢視內部行銷影響顧客導向之中介模式及顧客導向與服務品質間之關係。故本研究特以台灣地區壽險業為樣本，透過問卷調查取得業務人員與顧客之「成對」資料，並採用結構方程式模型、相關分析進行分析，研究結果顯示：
內部行銷可透過工作群體社會化、工作滿足、組織承諾三個構念中介影響顧客導向。更進一步的說，內部行銷與顧客導向的中介變數以工作群體社會化的效果最大，因為其他兩個中介變數工作滿足對顧客導向無直接之影響，而內部行銷亦對組織承諾無直接之影響。唯有工作群體社會化能同時直接受內部行銷所影響，且亦直接影影響顧客導向，同時此一構念對於顧客導向之關係係數也是三者之最高。此外，本研究發現員工顧客導向行為對於消費者服務品質知覺無顯著影響，然其真正之原因尚待後續研究之探索。

Based on marketing control theory, The purpose of this study is to investigate the indirected relationships between internal marketing and customer orientation, and relationships between customer orientation and service quality. The lyric survey data by questionnaire is obtained from life insurance industry in Taiwan, items and constructs are developed through principal components analysis, and the causal links among internal marketing, work group socialization, job satisfaction, organization commitment, customer orientation are exiled by structural equation model (SEM). Besides, Person correlation is also used. This study finds that internal marketing will positively indirectly influent customer orientation through work group socialation, job satisfaction, organization commitment. Besides, work group socialization has the stringest effect on customer orientation in our model. Becauce it directly influents customer orientation and directly influenced by internal marketing. Based on the result of this study, mangers who would like to enhance employees’ customer orientation behaviors must pay more attenuation to informal marketing control.

摘要 I
目 錄 III
圖目錄 V
表目錄 VI
第一章 緒論 1
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
第四節 壽險業 5
第二章 文獻探討 9
第一節 行銷控制 9
第二節 內部行銷 13
第三節 工作群體社會化 20
第四節 工作滿足 26
第五節 組織承諾 34
第六節 顧客導向 38
第七節 服務品質 42
第三章 研究方法 47
第一節 研究假設與觀念架構 47
第二節 變數操作型定義與衡量工具 54
第三節 抽樣對象與分析方法 64
第四章 研究發現與討論 66
第一節 樣本分析 66
第二節 衡量工具分析 70
第三節 線性結構模式分析與研究假設檢定 79
第四節 員工顧客導向與顧客服務品質知覺之關係 86
第五章 結論與建議 88
第一節 研究結果與發現 88
第二節 研究發現之啟示與建議 91
第三節 研究限制 93
第六章 參考文獻 94
圖 2 1 服務品質的概念化模式 44
圖 3 1 研究觀念架構圖 53
圖 3 2 本研究之問卷設計流程 56
圖 4 1 研究假設模式 81
圖 4 2 本研究估計參數與路徑圖 82

表 1 1 台灣地區壽險業公司一覽表 7
表 1 2 壽險業保費收入統計表 7
表 2 1 組織社會化戰術分類 21
表 2 2 工作滿足定義整理表 27
表 2 3 組織承諾成分整理表 36
表 2 4 顧客導向之定義整理 39
表 3 1 本研究使用之量表摘要 55
表 3 2 「內部行銷」問項內容 57
表 3 3 「工作群體社會化」問項內容 59
表 3 4 「工作滿足」問項內容 59
表 3 5 「組織承諾」問項內容 60
表 3 6 「顧客導向」問項內容 61
表 3 7 「顧客滿意」問項內容 61
表 3 8 「服務品質」問項內容 62
表 3 9 工作群體社會化量表前測情況 63
表 4 1 業務人員樣本人口特徵 67
表 4 2 業務人員樣本工作特徵 68
表 4 3 消費者樣本特徵 69
表 4 4 內部行銷作為構面信度與因素分析彙總 72
表 4 5 工作群體社會化構面信度與因素分析彙總 74
表 4 6 工作滿足構面信度與因素分析彙總 75
表 4 7 組織承諾構面信度與因素分析彙總 76
表 4 8 顧客導向作為構面信度與因素分析彙總 77
表 4 9 顧客滿意構面信度與因素分析彙總 78
表 4 10 服務品質構面之信度測量 78
表 4 11 變數間之相關係數 79
表 4 12 變數之因素負荷量及構面建構信度 80
表 4 13 本研究假設模式之適配度量測 81
表 4 14 本研究變項間之關係係數及殘差值 82
表 4 15 變數之間的影響效果 85
表 4 16 因素子構面間之相關分析 87
表 5 1 研究假設檢定結果 89

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