A study on the relationships among Internal Marketing,Job Satisfaction,Organizational Commitment and Customer Orientation

• Main Authors: Jui-Chang Huang, 黃瑞昌
• Other Authors: Shih-Shue Sher
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/58230067006015445999

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 96 === Marketing management, which is an important part of business administration, has been the main concern of enterprises for a long time. In the 21th century, lots of enterprises pay more and more attention to customer satisfaction, lots of enterprises are devoted to probing into the way to apply traditional marketing tactics dealing with outside customers to internal employees. Up to now, the research on “internal marketing” in Taiwan has not focused on “internal marketing” , “job satisfaction ” , “organizational commitment ” and “customer orientation ”. Object has been research on private service industries, especially hospitals, banks . This research attempts to fill the gap in internal marketing studies on foreign companies and obtain evidence from The Japanese Chamber Of Commerce ＆ Industry, Taipei to study the impact of “internal marketing” practice in foreign companies on the job satisfaction, organizational commitment and customer orientation of foreign company employee. This research studies the relationships among internal marketing, job satisfaction, organizational commitment and customer orientation through a survey. The results from questionnaires administered to The Japanese Chamber Of Commerce ＆ Industry, Taipei employee members reveals: 1. internal marketing has relationship and influence on job satisfaction； 2. internal marketing has relationship and influence on organizational commitment； 3. job satisfaction has relationship and influence on organizational commitment； 4. job satisfaction has relationship and influence on customer orientation； 5. organizational commitment has relationship and influence on customer orientation； 6. internal marketing has relationship and influence on customer orientation. According to the result, we recommend some suggestion to both the practitioners and the academics.