內部行銷、服務導向公民行為及品牌權益之研究

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 博碩士論文 > Item 987654321/5343

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題名:	內部行銷、服務導向公民行為及品牌權益之研究
作者:	謝振維
貢獻者:	國際企管管理研究所碩士在職專班
日期:	2007
上傳時間:	2010-07-01 15:09:41 (UTC+8)
摘要:	本研究問題是探討內部行銷(Internal Marketing, IM)、服務導向公民行為（Service-Oriented Organizational citizenship behaviors）與品牌權益(Brand Equity)之關係，經由間接文獻之引用及邏輯之推理，發現三者之關係有必要進一步釐清。本研究是透過郵寄問卷(questionnaires survey)的方式，請服務業接觸外部顧客之服務員工(customer-contact employees)，就是所謂內部顧客(internal customers) 幫忙填寫。總共寄發了300份問卷，請接觸顧客的員工對該公司內部行銷與公司品牌權益之看法，進行填答。總共回收230份，去除無效問卷沒填寫完成者2份，總共有效問卷為228份，回收率為76%。結果本研究發現，內部行銷與品牌權益呈現正相關；對員工個人的重視與管理支援與工作自主之兩個構面，與品牌忠誠度、知覺品質、品牌聯想、品牌知名度亦分別呈現正相關。而有關中介變項，服務導向公民行為的三個構面，忠誠、服務傳遞與參與，對於內部行銷與品牌權益之中介關係也呈正相關，意即服務導向公民行為，對內部行銷與品牌權益具有顯著之中介效果。 This research question is discusses internal marketing , Service-Oriented Organ-izational citizenship behaviors with the brand equity the relations, quotation of and the logical inference by way of the indirect literature, discovered three relations have the necessity thousandth of a Yuan to be further clear. This research is questionnaires survey a way, asks service industry to contact service staff the external customer, is the so-called internal customer helps filling in. Altogether has mailed 300 questionnaire, please contact the customer the staff view of to this company interior marketing and Service-Oriented Organizational citi-zenship behaviors and interests, carries on fills in answers. Altogether recycles 230, the elimination invalid questionnaire does not have filling in completion 2, altogether the effective questionnaire is 228, the returns-ratio is 76%. The result this research discovery, the internal marketing and the brand equity and in-terests present are being connected; Supports to the staff individual value and the man-agement and works the independent two construction surface, with the brand loyalty, consciousness quality, the brand association, brand well-knownness also separately pre-sents is being connected. But related intermediary variable, the service guides the citizen behavior three construction surface, loyal, the service transmits and participation, the intermediary re-lations also presents the correlation regarding internal marketing and the brand rights and interests, Italy is the service guides the citizen behavior, has the remarkable inter-mediary effect to internal marketing and the brand rights and interests.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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