Background: The company Skandia desired for its marketing function to be reorganised to become customer oriented, joint, co-ordinated and homogenous in order to gain market shares. These aspects are both structural and strategic. The question of whether the way that Skandia has chosen to reorganise the new and joint marketing function, in terms of choices of structure, is preferable in order to obtain a high overall business performance emerged. Purpose: The purpose of this thesis is to, from a structural and manager perspective, explore and explain the structure of the marketing function in a customer oriented organisation. Method: The thesis is a case study of Skandia. The empirical findings constitute of sex interviews with managers from various positions and functions along with e-mail interviews with twenty-three co-workers. The result from the empirical findings is a comprehensive image of the marketing function. Result: The new marketing function in Skandia turned out to have structures of, for instance, increased centralisation, higher vertical formalisation and increased degree of specialisation, all in order to act customer oriented. The result shows that it seems preferable that the marketing function in a company as Skandia would configure the structure in this way. The explanation is that no matter whether structure follows strategy or the other way around, there are strong indications that it is the combined configuration of structure and strategic behaviour (in this case customer orientation) that forms a marketing function’s organisational archetype. This type in conjunction with the selected overall company business strategy implies an either high or low overall business performance. In the case of Skandia it is proved high.

This study is to discuss the correlation between customer orientation, customer satisfaction and sales performance, also discuss the mediating effect of customer satisfaction and moderating effects of customer¡¦s personality of salesperson in the animal health industry. ¡§Customer-oriented¡¨ selling can be viewed as the practice of the marketing concept at the level of the individual salesperson and customer. The marketing concept requires an organization to determine the needs of a target market and adapt itself to satisfying those needs better than its competitors. In the marketing concept, all parts of an organization are oriented toward solving customer problems and meeting the needs of the marketplace. ¡§Customer-oriented¡¨ selling is directed toward providing customer satisfaction and establishing mutually beneficial, long-term relationships with its market. The conclusions of this study and significant to the management are presented as follows: 1.Customer satisfaction and sales performance are significantly related to the practice of customer-oriented selling. 2.Customer satisfaction is significantly related to sales performance. 3.The mediating effect of customer satisfaction is significantly related to sales performance. 4.The interaction between customer personality types (as measured by the MBTI) and customer-orientation were not found to have significant influence. 5.Salespeople might improve customer satisfaction and their performance if they attempted to solve customer problems and meet their needs. 6.Understand the different personal-approach needs of the customers can maintain loyalty and long-term customers and increase sales effectiveness.

Because of the economic depression in 2008, many corporations laid off employees to decrease their salary cost. By doing so, companies could only reduce their expenditure but could not increase their income. It is more important and might be the best strategy to tap new resources and economize on expense at the same time. Therefore, more companies started to pay much attention to promote their products, and to place importance on salespeople. The objective is to discuss the relationship between personality, sales skill, selling-customer orientation and sales performance of part-time salespeople. This thesis is conducted through opinion survey, relied by part-time salespeople in integrated marketing company; the findings of the thesis can be summarized as follows: 1.The ¡§big five model¡¨ impacts ¡§sales skill¡¨ positively. 2.The ¡§big five model¡¨ impacts ¡§selling orientation¡¨ positively, and impacts ¡§customer orientation¡¨ partially. 3.The ¡§big five model¡¨ impacts the ¡§sales performance¡¨ partially. 4.¡§Sales skill¡¨ impacts the ¡§sales performance¡¨ positively. 5.¡§Selling-customer orientation¡¨ impacts the ¡§sales performance¡¨ positively.

Based on marketing control theory, The purpose of this study is to investigate the indirected relationships between internal marketing and customer orientation, and relationships between customer orientation and service quality. The lyric survey data by questionnaire is obtained from life insurance industry in Taiwan, items and constructs are developed through principal components analysis, and the causal links among internal marketing, work group socialization, job satisfaction, organization commitment, customer orientation are exiled by structural equation model (SEM). Besides, Person correlation is also used. This study finds that internal marketing will positively indirectly influent customer orientation through work group socialation, job satisfaction, organization commitment. Besides, work group socialization has the stringest effect on customer orientation in our model. Becauce it directly influents customer orientation and directly influenced by internal marketing. Based on the result of this study, mangers who would like to enhance employees¡¦ customer orientation behaviors must pay more attenuation to informal marketing control.

Abstract According to the report of the Directorate-General of Budget, Accounting and Statistics, the 68.98% GDP is come from service industries. There are more than three million people in service industries. And the most part of service industries is the banking industry. These banks have a very important question is how to live in the uncertainty environment and how to out standing in this industry. The high quality service is the solution for these questions. So, they have to raise their employees for the customer orientation. The internal marketing can help the banking industry that to build their staffs on the customer orientation. This research is talking about the HRM use the internal marketing to raise the customer satisfaction of employees, and the satisfaction can affect the performance of the staff and the customer orientation. In this study, the results show that: 1. The internal service quality of the HRM is related to the internal satisfaction, job performance and the customer orientation. 2. The target of sales in the customer orientation is not related to the internal service quality of the HRM, the internal satisfaction and the job performance. 3. The personal factors are different in the internal service quality of the HRM, the internal satisfaction, the customer orientation and the job performance. 4. The internal service quality of the HRM can affect the internal satisfaction, the customer orientation and the job performance. 5. The internal satisfaction can not affect the customer orientation and the job performance. 6. The customer orientation can affect the job performance. Key words: internal marketing, service quality, customer orientation, job performance, customer satisfaction, banking industry

A Study on the relationships between financial advisors¡¦ perceived quota difficulty, customer orientation, job satisfaction and turnover intention- Using Kaohsiung area wealth management banking sector as an example Abstract: In retrospect over the changes of past few decades, service industry has gradually become the largest industry in Taiwan and wealth management banking services has become the most desired financial services over the past few years. Despite that wealth management service has already been in existence in the western world for a long period of time, it is still in its infant stage for the domestic banking sector. In the face of fierce competition, gaining highest profit with lowest risk has been the objective of every bank in Taiwan. How to strengthen the service quality, enhance productivity and retain qualified financial advisor has been financial players¡¦ utmost goal. Thus, this study aims to study the relationships between financial advisors¡¦ perceived quota difficulty, customer orientation, job satisfaction and turnover intention. This research utilizes questionnaire study method and using SPSS for Windows as the tool to conduct statistical analysis, including reliability test, descriptive analysis, ANOVA test, correlation and regression analysis. The research findings are as follow: 1. There has been partial significant difference for individual variables¡¦ with respect to their perceived quota difficulty, customer orientation, job satisfaction and turnover intention 2. There are significant negative correlations between financial advisors¡¦ perceived quota difficulty and customer orientation as well as job satisfaction. 3. There are significant positive correlations between financial advisors¡¦ perceived quota difficulty and turnover intention. 4. There are significant positive correlations between financial advisors¡¦ customer orientation and job satisfaction. 5. There are significant negative correlations between financial advisors¡¦ customer orientation and turnover intention. 6. There was no significant evidence of mediation for customer orientation with respect to perceived quota difficulty and job satisfaction. Given the research results, the financial institutions should seriously look into setting up a reasonable sales quota while simultaneously stress the importance of customer oriented service. The human resources department should establish a comprehensive and thorough benefit policy and training program to enhance employee job satisfaction and reduce turnover intention. On balance, customers and employees are the two most valuable assets for a firm. Only happy employees and excellent service quality can create utmost value and profit for a firm. Key words: wealth management, salespeople (financial advisor), perceived quota difficulty, customer orientation, job satisfaction, turnover intention.

In the past time, I had opportunity to serve as Rear Admiral Executive Officer, Office of Deputy Chief of General Staff for Personnel, Ministry of National Defense ROC. To establish "The National Armed Forces Recruitment Center" was my duty during that time. Under my command and control,the Recruitment Center, Ministry of National Defense, was founded on Jan 1, 1999. Now this center has operated for 7 years. After attending the EMBA Class, marketing and business management are our core courses, I want to use this knowledge to analysis the recruiting situation, market segmentation, target market, marketing strategy and management of this center. I hope to get some useful conclusion to enhance the marketing strategy and management, and make youths obtain the military information of joining the ROC military academies in time, and therefore the National Armed Forces can enhance quality of cadres. The major research findings of this study are summarized as follows: 1. The achievement of Recruitment Center has been excellent for seven years. Especially, in 2000 and 2001, the center got the Excellent Award Of Executive Yuan for two times. 2. In Taiwan, there are 77.7% people to know the activity of Recruitment Center according the issue of Executive Yuan in 2001. 3. The number of female joining the National Armed Forces is adding. The major target market is in the South of Taiwan, the second one is in the North of Taiwan, the third is in the Central Taiwan. 4. Most of student, their family outcome is 20000 to 50000 New Taiwan Dollars and most of them are the middle-low outcome family. 5. Speaking the occupation of student parents, most of them are workers and merchants, and most of them graduated from the high school. 6. Most of student, their motivation of joining the National Armed Forces is to emphasize the requirement of high level, such as Love and Belongingness Needs; Esteem Needs;Self Actualization Needs. 7. People Communication plays a very important role and network marketing also plays a key role according the Metcalfe Law. 8. In 2003, over 25000 young people took part in the entrance examination.But only 5.4% examinee can be elected to go to military academies, this is the lowest record in the history. Their examination score is up to the level of national university. 9. In the near future, the master degree will be the major market requirement. The voluntary officer should get the master degree before promoting to major or lieutenant commander. All of these achievement will enhance the image of National Armed Forces and competitive strength. 10. This study provides marketing strategy and action items in the Chapter 6, Article 2.

In the service industry, human resource is the most vital and important component, because the positive appraisement of the service is usually based on the customer¡¦s orientation of the service provider. Thus, in order to instill employees with a sense of service and with enthusiasm, the organization needs to develop the internal marketing orientation. Additionally, manager should support customer service and demonstrates this ¡§service enthusiasm¡¨ in terms of organizational support. The concept of internal marketing was first reported in the area of service marketing. The initial concept came from the field of external marketing, which is based on the concept of treating employees as customers. The hope was to enhance employees' job satisfaction so as to further develop the sense of customer orientation of the members within the organization. Moreover, employee's customer orientation will influence customer service quality. In this research, author only focused on the front line employees in bank and transformed the concept of internal marketing into more management behaviors. This research uses quantitative research methods to explore the relationship between perception of internal marketing orientation and customer orientation. In empirical studies, the major findings are as follow: 1. author proposed an operational definition of the internal marketing orientation, and developed the scale. 2. author proposed a internal marketing orientation-customer orientation orientation model, which was empirical verified. 3. the relationship between the employee's customer orientation and customer service quality wasn¡¦t verified.

Do salespeople who follow the Golden Rule or let their faith influence their behavior serve their customers better or like their jobs and employers more than other salespeople? The Golden Rule is a quote from Christ found in Matthew 7:12 NIV and is considered a universal ethical principle taught by all major religions. It is also a behavioral standard for many in business. A review of the sales, marketing, and organizational literatures, however, failed to uncover studies which assess the relationships of following the Golden Rule or a person’s faith or spirituality with key business outcomes. Salespeople impact the performance and perception of their firms, yet are regarded as highly unethical by the public. Therefore, an investigation of how these variables influence their behavior seems justified. A Golden Rule Disposition (GRD) is conceptualized as a higher-order personality disposition which influences the traits of agape love, forgiveness, gratitude, humility, and selflessness. Personal faith is defined as a higher order personality trait blending a desire for a personal relationship with God (the Divine or Supreme Being) with core personality influences on the behaviors of an individual. A comprehensive model was developed and tested using structural equation modeling to investigate a GRD’s relationships with job satisfaction, organizational commitment, propensity to leave, life satisfaction, and customer orientation. Personal faith’s influence on these relationships was tested using moderated multiple regression. Completed questionnaires were collected from 142 members of an automobile dealer’s sales force to provide the data for this study. A GRD influenced all proposed lower order traits except for selflessness and humility. A GRD had a positive effect on all dependent variables except propensity to leave and life satisfaction. Faith was not a moderator of any relationships, but was found to be positively related to forgiveness and gratitude. A surprising result was the lack of a relationship between job satisfaction and life satisfaction. These findings should be important to organizations that practice the marketing concept. The combined effect of following the Golden Rule and personal faith leads to more satisfied customers and a more stable workforce to meet organizational goals.

With the presumption of change as an inevitable phenomenon, the aim of this study is to explore ways in which insurance companies can enhance their ability of meeting the constant changes in customers’ preferences in an increasingly competitive environment. In order to conduct this study, we have used a qualitative research strategy to gain a better understanding of young customers’ preferences about the services provided by insurance companies. Based on these preferences we provide useful suggestions for insurance companies. Existing theory suggests that customers change their preferences according to their life circumstances and while certain preferences are well-defined others can be inconsistent. In an increasingly competitive environment, where insurance companies fight for the same customers, having a customer-oriented culture is extremely important not only to retain customers, but also to acquire new ones. This study presents various theories on the changes in customers’ preferences as well as theories regarding organizational strategy and change. The empirical data has been collected through two focused group interviews with students under 28, in Västerbotten, Sweden and through a group interview with leading representatives of a dominant insurance company in the county. The findings suggest that young consumers’ preferences regarding insurance services are based on their life situation. Price is a decisive factor in the choice of insurance company and their services. The results also showed that many of the respondents are skeptical towards the intentions of and services provided by insurance companies. The complex nature of insurances and the intangibility of services in general, can be possible explanations. Strengthening the evidence in existing studies, we also conclude that there is a vast amount of information insurance-takers would like to have access to before, during, and after purchasing insurance. Additionally, customers would like flexible insurance bundles with the possibility to add and subtract components as life situations change. Finally, based on these results, we suggest how insurance companies could turn these findings into opportunities. We suggest how and when to meet the customers, and how to build long lasting, trust-based relationships which could lead to increased customer loyalty over time.