以激勵的規範觀點探討關係內部行銷策略激勵效果與組織公民行為間關係之研究

• Main Author: 黃麗蓉
• Other Authors: 劉維寧
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/30747473735625580138

碩士 === 高雄師範大學 === 人力與知識管理研究所 === 98 === The Altruistic organizational citizen behavior is able to make up for the insufficiency of role definitions and helps the whole interest of the company, increasing its competitiveness. How to motivate employees to build organizational citizenship behaviors is an important issue. However, it’s difficult to quantify and regularize organizational citizenship behaviors with official compensation. Based on the normative perspective on motivation, this research proves that the employees can be motivated through relational internal marketing to strengthen the relation between company and employees and build organizational citizen behaviors. Questionnaire survey is employed to investigate the relationship between relational internal marketing strategy and organizational citizenship.680 questionnaires were distributed to 680 RD in Hsinchu Science Park, and 200 questionnaires were returned. The data provided were then analyzed, and the results show that the personality of employees has positive and significant impact on work value, work value has positive and significant impact on relational internal marketing. Relational internal marketing has positive and significant mediating effects on personality, work value, and organizational citizenship behavior. If the company expects the employees express favorable behaviors voluntarily, it can strengthen the relationship between them through relational internal marketing strategy. In this research, we summarize the results as the map of relational internal marketing strategy to provide a reference for the enterprises and hope to achieve a goal of increasing competitiveness of the company.