內部行銷、工作滿意、組織認同與離職傾向之關聯性研究 The Relationship among Internal Marketing, Job Satisfaction, Organizational Identification and Turnover Intention.

dc.contributor 黃能堂 zh_TW
dc.contributor HUANG, Neng-Tang en_US
dc.contributor.author 梁雅雯 zh_TW
dc.contributor.author LIANG, Ya-Wen en_US
dc.date.accessioned 2019-09-03T11:30:40Z
dc.date.available 不公開
dc.date.available 2019-09-03T11:30:40Z
dc.date.issued 2013
dc.description.abstract 電話客服人員是企業面對客戶的第一線,主要協助公司幫客戶解決問題,也是最了解客戶需求及感受。而企業經營成敗的關鍵是滿足顧客的需求,故第一線員工對公司經營的成敗具有決定性的影響。因此要如何降低優質電話客服人員的流動率及離職率是一門高深的學問,也是企業提供優良服務品質的關鍵。而本研究欲探討的目的為企業該採取何種模式或機制的內部行銷活動,促使員工與企業的理念一致,從工作中獲得成就及滿意,進而誘發對組織產生認同,提升員工之工作滿意度和組織認同感以降低員工的離職傾向,使企業能於市場競爭中獲取經營上的優勢。 本研究採用問卷調查法,以單一公司之電話客服人員為問卷施測對象。本研究共發放160份問卷,有效問卷回收共計130份,有效問卷回收率為81.25%,將回收之資料運用描述性統計分析、信度分析、變異數分析以及迴歸分析。資料經統計分析發現:內部行銷、工作滿意與組認同均對於離職傾向具有顯著影響;工作滿意與組織認同在內部行銷與離職傾向間具有完全中介之效果。 zh_TW
dc.description.abstract The call center staffs are positioned in the front line of enterprises facing customers, mainly assisting enterprises in helping customers solve problems and knowing customers’ demands and feelings best. Making customers satisfy is critical to a venture's success. Therefore, the frontline staffs have a decisive impact on the success of enterprises. How to lower the turnover rate of excellent call center staffs is a profound subject for study and also decides whether enterprises can provide excellent service. The purpose of this research is to explore what mode or mechanism of internal marketing campaigns enterprises should use to make staffs in tune with enterprises, improve staffs’ work satisfaction, in crease their organizational commitment and lower staff turnover so that enterprises can gain management advantage in market competition. The result of the study is that internal marketing, job satisfaction, oIganizational identification and turnover intention show remarkable correlation in between. The job satisfaction and oIganizational identification had complete mediation effect on the relationship between internal marketing and turnover intention. en_US
dc.description.sponsorship 科技應用與人力資源發展學系 zh_TW
dc.identifier GN0099712118
dc.identifier.uri http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0099712118%22.&%22.id.&
dc.identifier.uri http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/96628
dc.language 中文
dc.subject 內部行銷 zh_TW
dc.subject 工作滿意 zh_TW
dc.subject 組織認同 zh_TW
dc.subject 離職傾向 zh_TW
dc.subject internal marketing en_US
dc.subject job satisfaction en_US
dc.subject organizational identification en_US
dc.subject turnover intention en_US
dc.title 內部行銷、工作滿意、組織認同與離職傾向之關聯性研究 zh_TW
dc.title The Relationship among Internal Marketing, Job Satisfaction, Organizational Identification and Turnover Intention. en_US
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