內部行銷、工作滿足對組織承諾影響之研究－以C外商保險公司電話行銷部門為例

Abstract

人力是組織當中最重要的競爭因素，造成員工對組織的忠誠程度與投入程度中的組織承諾就顯得格外重要，高組織承諾的組織成員對於組織所發展出情感上的認同，使員工自然地依附在組織中，進而產生自願為了組織付出與留任的動機。然而，組織為了提升員工的組織承諾與工作滿足，對員工進行內部行銷作為，想藉此提高員工的忠誠度，讓組織留住人才，避免人才流失。本研究的目的為探討內部行銷與組織承諾之間的關係，並以工作滿足為中介。 本研究採用問卷調查法，利用C外商保險公司之電話行銷人員為問卷施測對象，以普查方式發放問卷。本研究針對100位電話行銷人員進行研究，有效問卷回收共90份，有效問卷回收率為90%，並於回收後使用描述性統計分析、信度分析、變異數分析以及迴歸分析。資料經統計分析獲得結論 : 內部行銷與工作滿足對組織承諾有顯著正向影響；且內部行銷對工作滿足有顯著正向影響；而工作滿足對內部行銷影響組織承諾有部分中介效果。

Manpower is the most important item of competition in organization .Therefore, organizational commitment, the driving force of employee loyalty and employee engagement has become ever more critical. However, organizations may conduct internal marketing in an attempt to increase employee commitment and job satisfaction. The research is to study the relationship between internal marketing and organizational commitment, and set job satisfaction as an intermediary. The research used the questionnaire survey procedure, with telemarketing staffs of (C) foreign company as object of census. In this research, the total sample is 100 telemarketing staffs. The effective questionnaires are 90 copies, and the valid return rate was 90%. After that, using descriptive statistics, reliability analysis, analysis of variance and regression analysis to analyze the data. After statistic analyzing of the data, the researchers found the important conclusions: internal marketing and job satisfaction have a significant positive impact on organizational commitment; and internal marketing has a significant positive impact on job satisfaction; And job satisfaction have the mediating effect about internal marketing impact the organizational commitment.