內部行銷為Berry (1981)提出，希望藉由將員工當作內部顧客提升員工滿意進而達到外部顧客滿意，而在內部行銷的發展過程中，慢慢的有學者提出，內部行銷不該只是激勵並使員工滿意，重要的是「獲得具有顧客意識的員工」 (Grőnroos, 1981)。因此過去的研究重心都放置於員工對「內部行銷知覺」與其「顧客導向行為」間之關連，本研究亦對此投注一份心力。
本研究從工作價值觀的探討中選取員工「集體主義傾向」及「道德判斷」兩變數，將其與內部行銷配合，瞭解一為公司之管理政策及制度（內部行銷），一為員工本身之價值觀（工作價值觀），兩者間是否有所影響及其對於員工「顧客導向行為」間的助益為何。此外，過去對內部行銷與工作績效的探討大多限於理論上之研究（如：Wasmer & Bruner Ⅱ,1991; Lings, 2004），而少有實證，因此本研究將直接以服務人員在績效上之表現來瞭解內部行銷為組織所帶來的貢獻。
本研究以銀行業理財專員為研究對象，透過問卷調查取得研究資料，並以結構方程式模型、相關分析進行分析，研究結果如下：
（一）內部行銷可透過集體主義傾向中之「團隊意識」影響員工顧客導向行為；
（二）員工道德判斷對其顧客導向行為存在顯著且正向之關係；
（三）員工顧客導向行為與工作績效存在顯著且正向之關係；
（四）內部行銷的確與工作績效存在顯著且正向之關係。

During the expansion of service quality research in the early 1980s, Berry (1980,1983) and Grőnroos (1981, 1983) develop a business concept with the central aim of achieving a customer-focused workplace and, in turn, providing high quality service for end customers. So there are lots of researches focus on the relationship between internal marketing and customer orientation, and there is no exception of this research.
Through this research, we want to realize besides organization policy, which we mean internal marketing, if personal values, which we mean employee work values, can help employees understand and be more customer-oriented? Besides, we find there are lots of discussions about the relationship of internal marketing and customer-orientation behavior, but there are few examine the relation. So we put employee job performance in our research to measure individual contribution.
The data of this research is obtained from personal finance operators of seven banks. We use structural equation model (SEM) and Pearson correlation to find the relationships among internal marketing, work value, customer-orientation behavior and job performance. This research finds that internal marketing will positively influence customer-orientation behavior through work values, and internal marketing can directly and positively influence employee job performance. So, based on the results of this research, managers can focus some work values to be criteria recruiting employees. Or more constructively, managers can design some systems to help employee “re-socialize” to chage or create their work values.

目錄
第一章、緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究對象 3
第四節 理財專員 4
第二章、文獻探討 6
第一節 內部行銷 6
第二節 工作價值觀 13
第三節 集體主義傾向 21
第四節 道德判斷 25
第五節 員工顧客導向行為 27
第六節 工作績效 30
第三章 研究方法 34
第一節 研究假設與觀念架構 34
第二節 問卷設計 37
第三節 抽樣對象及分析方法 45
第四章 研究結果 46
第一節 樣本分析 46
第二節 衡量工具之分析 48
第三節 內部行銷知覺、員工顧客導向行為、員工工作績效、員工道德判斷與員工團隊意識之關係 58
第四節 內部行銷知覺各子構面與員工工作績效各子構面的關係 63
第五節 線性結構模式分析與研究假設檢定 66
第五章 結論與建議 73
第一節 研究結果與發現 73
第二節 研究發現之啟示與建議 75
第三節 研究限制 77
第六章 參考文獻 78


圖目錄
圖2-1 Dove (1997)所提之工作價值觀架構 17
圖2-2 Lings（2004）內部行銷導向研究架構 31
圖3-1 本研究假設架構 36
圖3-2 本研究之問卷設計流程 39
圖4-1 本研究之假設模式 68
圖4-2 本研究估計參數與路徑圖 70


表目錄
表1-1 理財專員過去與現今之比較 4
表2-1個人與集體主義者之特點 21
表3-1 本研究使用之量表摘要 38
表3-2 團隊意識前測及再測 42
表3-3 道德情境之再測信度分析表 43
表4-1 樣本人口特徵描述 47
表4-2 樣本工作特徵描述 47
表4-3 內部行銷知覺構面分析摘要 50
表4-4 顧客導向作為構面分析摘要 53
表4-5 工作績效構面分析摘要 55
表4-6 團隊意識構面分析摘要 56
表4-7 道德判斷四情境之相關分析 57
表4-8 本研究各變數間相關分析 59
表4-9 員工道德判斷、員工團隊意識對顧客至上之迴歸分析 60
表4-10 內部行銷知覺對員工團隊意識之路徑分析 60
表4-11 內部行銷知覺、員工顧客導向行為對員工工作績效之迴歸分析 62
表4-12 內部行銷知覺構面與工作績效構面之Pearson相關分析 63
表4-13 內部行銷知覺各子構面與員工工作績效（銷售目標）之迴歸分析 64
表4-14 內部行銷知覺各子構面與員工工作績效（銷售技巧與知識）之迴歸分析 65
表4-15 變數間之相關係數 67
表4-16 本研究假設模式之配適度量測 69
表4-17 研究變項間之關係係數及殘差值 70
表4-18 變數間影響效果 71
表5-1 研究假設驗證表 73

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9. 康譽瓊（2001），內部行銷作為、行為評估、工作滿足和顧客導向之研究—以證券銀行業為例，國立中山大學企業管理研究所未出版碩士論文。
10. 張宜君（2003），內部行銷、工作環境之支持、工作滿足、員工顧客導向行為及顧客滿意之關係—以銀行業為例，國立嘉義大學管理研究所未出版論文。
11. 陳華寧（2003），第一線服務人員『道德判斷』與其『顧客導向行為』及『工作績效』關係之研究—壽險業之例，國立嘉義大學流通與管理研究所碩士論文。
12. 劉經綸（2002），組織顧客導向策略、內部行銷、組織承諾與員工顧客導向行為關係之研究，國立嘉義大學管理研究所未出版論文。


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