The Relation among Internal Marketing, Customer Orientation, Organizational Commitment and Job satisfaction :Typical and Atypical Restaurant Service Employees

• Main Authors: Chuo-Chi Yu, 游倬奇
• Other Authors: Pin-Chyuan Hwang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/73707263928767079732

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 93 === Internal marketing（IM）is conceptualized treating employees as customers. Its object is to get “motivated and customer conscious employees”. Research suggests that the hospitality firms have IM can enhance service quality. It is also proved that the successful IM strategies can enhance employees’ job satisfaction, organizational commitment and positive customer orientation. This paper tested the relation among internal marketing, customer orientation, organization commitment, and job satisfactions in terms of typical and atypical international tourist hotel restaurant services employees. The results showed that internal marketing could enhance customer orientation, organization commitment, and job satisfaction, which can be applied to typical and atypical employees. In addition, the result showed that the effects mentioned above was stronger for atypical employees than typical employees.