| Summary: | 碩士 === 國立高雄餐旅學院 === 餐旅管理研究所 === 93 === ABSTRACT
The study focuses on the internal marketing of tourist hotel in Taiwan. Internal market-ing in this study was conceptualized as the managerial practices that cultivated the spirit of employees` psychological attachment. The purpose of this study was to elucidate the medi-ating role of psychological attachment in the relation of internal marketing to ser-vice-oriented organizational citizenship behaviors. By using LISREL as statistical tool, the results of a filed invitation of 450 employees in tourist hotels by writing the questionnaires revealed that the internal marketing had positive impacts on psychological attachment and service-oriented organizational citizenship behaviors, psychological attachment also had positive impacts on service-oriented organizational citizenship behaviors, and the internal marketing would affect service-oriented organizational citizenship behaviors via psycho-logical attachment. Furthermore, the method of analysis of variance was employed to study the perception difference among the employees` different background would significantly affect their attitude in internal marketing, psychological attachment, and service-oriented organizational citizenship behaviors.
Finally, the result suggests the tourist hotel operators could be applied the Balance Score Card (BSC) and take the differentiate salary structure to improve internal marketing, and also strong the psychological attachment from employee empowerment, paying attention to the employees, and the rewarding plan. Building employees` service-oriented organizational citizenship behaviors by rewarding for “the best staff's award of every month”. Besides, making difference marketing to different employee attribute, that will positively effect psy-chological attachment and service-oriented organizational citizenship behaviors, and finally the research results are offered to the hospitality industry companies as a reference for human resource management and market strategy decision-making.
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