The Influences of Internal Marketing on Organization Citizenship Behavior-Local Banks as Example

• Main Authors: Chang-Chin Tai, 戴昌慶
• Other Authors: Dauw-Song Zhu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/65112873527782884285

碩士 === 國立東華大學 === 企業管理學系 === 97 === Due to the encumbrances of the U.S subprime mortgage problem, the Lehman Brothers Holdings had bankrupted and the economic crisis starts influencing all the global financial companies since then. Unavoidably Taiwan’s banks are suffering as well under this circumstance, especially the bank tellers in the frontline of the banks facing directly to customers’ queries every day and the bank’s internal merge and finance problem itself. During this hard period of time, how the banks support their employees by enhancing their internal marketing of the organization becomes the most critical issue for the banks. Internal marketing is necessary in the service industry; therefore the banks need to provide efficient trainings and encourage their employees to keep close contacts with customers. Only the work achievement and work satisfaction of the employees in the organization can active their organizational citizenship behaviors. Therefore, the purpose of this research is to discuss the influences of the internal marketing for the organization members, and by setting the job satisfaction, job involvement and the organization’s commitment as the intermediary variable for further investigation of the five constructions between first line staffs and the bank organization itself. In the research, the findings show by the median effects of the job satisfaction and organizational commitments, it affects organizational citizenship behavior. In this research sample, if the bank implements the internal marketing as well as builds up good relationships between the top managements and the staffs, by different methods such as increasing the staff’s work satisfactions and their involvement to the work, it will cause more high voluntary organizational citizenship behavior.