The Influences of Internal Marketing on Organization Citizenship Behavior

• Main Authors: Wan-Chun Liao, 廖婉鈞
• Other Authors: Su-Chao Chang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/87968805907674893094

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 94 === Internal marketing (IM) has been a new and developing research topic recently. It is defined as promoting the company, as a product, to its employees. IM targets all the staff in the firm, developing employees’ customer-oriented behavior through traditional external marketing tools. Internal marketing can raise the customer satisfaction and help achieve the goal of organization as well. Therefore, the researcher intends to prove that if enterprise treats employees as internal customers and applies the concept of IM, the organization commitment and job satisfaction of employees will be elevated. Moreover they can voluntarily repay the company with behaviors which may not be officially recognized in the organization’s formal reward system, which are so-called organization citizenship behaviors. Questionnaire survey is employed to investigate the relationship among internal marketing, job satisfaction, organization commitment and organization citizenship behavior. 350 questionnaires were distributed to 350 in-service workers, and 306 questionnaires were returned. The data provided were then analyzed, and the results show that internal marketing has a positive impact on job satisfaction and organization commitment. Job satisfaction and organization commitment also have a positive impact on organization citizenship behavior. Therefore, if organizations want to strengthen employees’ willingness to help the organization voluntarily, the manager can use the internal marketing strategy to raise job satisfaction and organization commitment first. The current research aims to remind the enterprises of putting equal importance on both external marketing and the foundation of organizations—the employees. The enterprises should also listen to the employees’ real needs and treat them nicely. In this way, enterprises and employees can work together to create a win-win situation and succeed finally.