The Influences of Internal Marketing on Organizational Citizenship Behavior
碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 96 === This research is aimed to discusse the local financial industries with successful merging and reorganizing experiences, and try to survey the way how the organiazation perform the internal marketing mechanism, build the atomsphere of the unity, to result in o...
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| Format: | Others |
| Language: | zh-TW |
| Online Access: | http://ndltd.ncl.edu.tw/handle/07484895688781521320 |
| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 96 === This research is aimed to discusse the local financial industries with successful merging and reorganizing experiences, and try to survey the way how the organiazation perform the internal marketing mechanism, build the atomsphere of the unity, to result in organizational citizenship behavior. In addition, this research also discusse the moderate effect of leadership style and role stress in internal marketing and organizational citizenship behavior.
The method of this research is for data analysis on 200 questionnaires from 260 managers and employees of 7 banks in the central Taiwan. Empirical results show internal marketing has the positive significant influence on organizational citizenship behavior, and negative significant influence on role stress. Furthermore, the leadership style has the positve moderate effect on internal marketing and organizational citizenship behavior. The role stress has negative partially mlderate effect on internal marketing and organizational citizenship behavior.
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