內部行銷、個人與工作契合度對服務導向組織公民行為影響之研究－以心理契約滿足為中介變項

Abstract

過去，銀行的核心競爭力在於金融產品的投資與服務，而在歷經2008金融海嘯後，不僅扼殺投資大眾對投資產品的信心，更迫使銀行將核心競爭力移轉至服務上。標準化的服務可以經由標準服務流程或績效管理策略達成，然第一線服務人員如能自主的產生超越組織目標、超越顧客期望的服務行為，即為組織成為服務標竿之致勝關鍵。而此一核心競爭力是否會受組織催化、因成員個人與工作間契合的程度、或受成員個人對勞雇交換間之主觀認知影響，即為本研究所欲探討的主要目的。 本研究以榮獲遠見雜誌『2008年十大服務業評鑑』金融銀行第二名為個案公司，以第一線服務人員為隨機抽樣對象，透過SPSS統計軟體分析，探討組織之內部行銷、服務人員之個人與工作契合度及其心理契約滿足程度對服務導向組織公民行為之影響。最後根據研究發現與討論，提出本研究之結論與後續研究建議，以供企業經營參考。 研究結果顯示：（1）內部行銷對服務導向組織公民行為有部分正向影響。（2）個人與工作契合度對服務導向組織公民行為有正向影響。（3）內部行銷對心理契約滿足有正向影響。（4）個人與工作契合度對心理契約滿足有正向影響。（5）心理契約滿足對服務導向組織公民行為有正向影響。（6）內部行銷會透過心理契約滿足部份影響服務導向組織公民行為。（7）個人與工作契合度會透過心理契約滿足部份影響服務導向組織公民行為。

In the past, the leading investment financial products and services are the core competencies of the bank. After the financial tsunami of 2008, this financial disaster was not only reduced the investor confidence of the products, but also forced the banks to transfer their core competencies to services. As we know that standardized service can be achieved by performance management strategies. In this critical moment, however, it looked more important than ever to make the first line employees behave spontaneous beyond the goals of the organization and exceed the customer’s expectations. Therefore, this research used a sample of the bank which won the second in the “Top 10 Service Enterprises Appraisal in 2008” for the banking industry in Global Views Magazine to examine the roles of internal marketing, person-job fit and psychological contract fulfillment in service-oriented organizational citizenship behavior. Analysis of the data obtained in this study are concluded as follows: (1)internal marketing has a partial positive impact on service-oriented organizational citizenship; (2)person-job fit has a positive impact on service-oriented organizational citizenship; (3)internal marketing has a positive impact on psychological contract fulfillment; (4)person-job fit has a positive impact on psychological contract fulfillment; (5)psychological contract fulfillment has a positive impact on service-oriented organizational citizenship; (6) internal marketing has an indirect partial positive prediction through the mediation effects of psychological contract fulfillment in service-oriented organizational citizenship; (7) person-job fit has an indirect partial positive prediction through the mediation effects of psychological contract fulfillment in service-oriented organizational citizenship.