| Summary: | 碩士 === 嶺東科技大學 === 企業管理系碩士班 === 107 === Internal marketing is a topic that has been widely studied in recent years. The focus is on the use of marketing executives to meet the needs of employees and employees, and the triangular structure of service marketing to enhance employee identification and achieve organizational booking goals. In turn, create a win-win situation.
This study explores three aspects of internal marketing, personal organization fit and organizational citizenship behavior. The questionnaire is distributed to the staff authors. A total of 400 copies were distributed and 366 were recovered. The recovery rate was 91.5%. After regression analysis. Found that internal marketing has a positive impact on individual organizational fit. Individual organizational fit has a positive impact on organizational citizenship behavior. Individual organizational fit has a mediating effect on internal marketing and organizational citizenship behavior
When the subject and the object are compatible, it is the beginning of the fit between the individual and the organization. If the internal marketing is not so directly related to the organizational citizenship behavior, it is also necessary to draw and confirm the individual and the organization, so that the organizational behavior is more Complete.
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