The Influence of Enterprise Internal Marketing and Employee Branding on Customer Loyalty : A Case Study of Company T

• Main Authors: Tsai-Chieh Hsu, 許采潔
• Other Authors: 康龍魁
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/35448058201912201593

碩士 === 國立彰化師範大學 === 商業教育學系 === 98 === The employee branding is one of enterprise internal marketing methods and it is as an intervening variable in this study. The purpose of this study is to investigate the correlation between employee branding and customer loyalty. General speaking, multilevel marketing business is a kind of trade to be done via human beings. Obviously the distributor of multilevel marketing business is the bridge of customers and companies. T Company runs a multilevel marketing business and it plays dual roles as a business operator and a customer. The researcher takes it as the population in this study to investigate the correlation between employee branding and customer loyalty. In total, 1111 relatively heterogeneous subjects completed the questionnaires and the following results were found : 1. Internal marketing and employee branding establishment are significantly correlated. 2. Employee branding and customer loyalty are significantly correlated. 3. Internal marketing and customer loyalty are significantly correlated. 4. Employee branding is an intervening variable between internal marketing and customer loyalty. Keywords:direct selling 、internal marketing、employee branding、customer loyalty