黃能堂HUANG, Neng-Tang梁雅雯LIANG, Ya-Wen2019-09-03不公開2019-09-032013http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22GN0099712118%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/96628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。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.內部行銷工作滿意組織認同離職傾向internal marketingjob satisfactionorganizational identificationturnover intention