­^¤åºK­n¡G In today¡¦s knowledge economy age, competition emphasizes on human capital and knowledge accumulation. It¡¦s quite a different way from manufacturing era when competitive competencies mainly come from machine assets, materials and land capital. Therefore, high quality of human resources becomes one of the key sources of business success and competitive advantages. Because the process of service delivery needs high degree of personal contact, the quality of service providers has great impacts on the quality of service provided. And cultivating employees with service intent and customer orientation is an important mission which can¡¦t be waited. The purpose of this study is to develop a scale using to measure the degree of internal marketing behaviors by referring to researches in the past and asking opinions from academic and practical experts. This study still tries to study the securities salesmen in the southern branches of integrated securities corporations and verify the relationship between the degree of internal marketing and behavior- based evaluation policies perceived by securities salesmen and the degree of their job satisfaction and customer orientation. In addition, this study also tries to test if securities salesmen feel higher degree of satisfaction about internal marketing policy, they have higher degree of job satisfaction and perform higher degree of customer orientation. There are six findings of this study. They are as the following: (1) the perceived degree of internal marketing and behavior- based evaluation policies and the satisfaction degree of internal marketing policy have positive impacts on the degree of security salesmen¡¦s job satisfaction. (2) job satisfaction and customer orientation isn¡¦t significantly related, and there could be some other factors which have impacts on this relationship. (3) the perceived degrees of internal marketing and behavior- based evaluation policies have positive impacts on the degree of securities salesmen¡¦s customer orientation. (4) the satisfaction degree of internal marketing policy is negatively related to securities salesmen¡¦s customer orientation. (5) the perceived degree of behavior- based evaluation policy moderates the relationship of the perceived degree of internal marketing policy and customer orientation. (6) the perceived degree of behavior- based evaluation policy moderates the relationship of the satisfaction degree of internal marketing policy and customer orientation. And the outcome of factor analysis of the perceived degree of internal marketing policy is six factor constructs, compensation, personal growth, comprehension, supervisors¡¦ concern, promotion and place constructs. The original product constructs is divided into three constructs, compensation, personal growth and comprehension, and the other constructs such as promotion, supervisors¡¦ concern and place constructs remain the same. The constructs we gain from this study are consistent with marketing mix, 7Ps.

Customers are aware of the service quality which has a close relationship with front-line service providers. High quality of human resources, like the good attitude and behavior of front-line service providers, becomes one of the key sources of business success and competitive advantages. Therefore, more and more companies pay attention to the concept of ¡§internal marketing¡¨, and before they sell the product or service to external customers, they should sell them to internal customer. Because the service industry plays an important role in this era, this study focuses on real estate agencies. The purposes of this study are: (1) To understand internal marketing influences employee¡¦s customer orientation. (2) The relationship between behavior-based evaluation, internal marketing and employee¡¦s customer orientation. (3) The relationship between empowerment, internal marketing and employee¡¦s customer orientation. (4) The relationship between organizational customer orientation, internal marketing and employee¡¦s customer orientation. The study adopts questionnaire investigating. Besides, this study modifies the questionnaire of customer orientation, let the questionnaire can be used in Taiwan. The analysis approaches are reliability analysis, factor analysis, regression analysis, cluster analysis, one-way and two-way ANOVA. This study provides support for four hypotheses that internal marketing will influence employee¡¦s customer orientation. And behavior-based evaluation, empowerment and customer orientation of organization are the moderate variables between internal marketing and employee¡¦s customer orientation. Therefore, the manager should regards internal marketing, empowerment, behavior-based evaluation and organizational customer orientation as the most vital and important components in the company.