The Purpose of this study is to explore the moderating effects of self monitoring and internal marketing on the relationships between the emotional labor loading and customer-oriented behavior. The sample of this study consisted 2 hospitals at koashing. The questionnaires were used to survey and there were 400 Valid samples. The results of this search indicate that¡G 1.Emotional labor loading affects customer-oriented behavior significantly. Emotional labor loading has positive impact on patient -orientation , however has negative impact on mission-orientation. 2. The interaction effects between the self monitoring and the emotional labor loading on patient-orientation is significantly, the hypothesis of moderating effect of self monitoring was supported. 3.The interaction effects between the internal marketing and the emotional labor loading on customer-oriented behavior is not significantly, the hypothesis of moderating effect of internal marketing was not supported.

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

This research takes the hospital as an example to explore the relationship between internal marketing and customer-orientation. There are three purposes of this research: First, exploring the relationships among internal marketing, job satisfaction, organization commitment, and customer-orientation; second, exploring the relationship between customer-oriented attitude and customer-oriented behavior, and third, testing if the behavior control can moderate the relationship between customer-oriented attitude and customer-oriented behavior. In order to understand if the control mechanism varies with the levels of hospital in Taiwan, convenience sampling is conducted in three different hospital levels, medical center, regional hospital, and district hospital. In addition, in order to increase the variety of samples, Web-questionnaire was used. Finally, a total of 278 valid questionnaires have been collected. When talking to the data analysis, Factor analysis, Reliability analysis, Correlation Analysis, Structured Equation Model (SEM), and Moderated Regression Analysis are used as analysis methods. The results are as following: 1. Internal marketing has an impact on customer-oriented attitude through job satisfaction and organization commitment. 2. Affective commitment influences normative commitment positively. 3. Normative commitment influences continuance commitment positively. 4. Three kinds of commitment influence customer-oriented attitude positively. 5. Customer-oriented attitude has a positive impact on customer-oriented behavior. 6. Activity control and Capability control can moderate the relationship between Customer-oriented attitude and customer-oriented behavior.

The purposes of this study, taking National Sun Yat-Sen University¡]NSYSU¡^as an example, are to understand the current status of external marketing, internal marketing and interactive marketing endeavors and also to analyze the perceptive difference in different backgrounds of undergraduates of NSYSU. Based on the results of investigation, conclusions and recommendations has been generated, providing analytical design for higher education institutions and also act as a reference for future research. This study is taking place by the method of interviewing and questionnaire survey. In the section of interviews, a generalized interview summary has been written in the accordance of the documentary analysis. One representative person is selected from among the groups of marketing affairs in National Sun Yat-Sen University, five persons in total and a semi-structured interview method has been adopted. As for the questionnaire survey, based upon the paradigm questionnaires by Wang I-Ting, Lee Chun-Ling, Cheng Jane-Pei et al., a questionnaire was revised from several paradigms by the researcher and named ¡§Questionnaire of National Sun Yat-Sen University Marketing Strategies¡¨, and were delivered to 600 undergraduates of NSYSU with 497 copies returned valid. The results and information collected from the questionnaire were analyzed and compared by statistical methods of item analysis, factor analysis, reliability analysis, mean, standard deviation, t test, one-way ANOVA. After integrating the results both from interviews and questionnaire survey, some conclusions have been reach and several recommendations were raised by the researcher. The conclusions of this research are as follows¡G 1. The current external marketing level of¡@NSYSU is right in the middle level, with perception of ¡§place strategy¡¨ being the highest among students, but the perception experience with ¡§all marketing strategy¡¨ is lowest. 2. The current internal marketing strategy of NSYSU are ¡§refresher course training ¡¨, ¡§participation and authorization¡¨, ¡§positive encourage¡¨, ¡§high-grade environment¡¨ and ¡§congregate the communication¡¨. 3. The current interview marketing level of¡@NSYSU is slightly low, with perception of ¡§service capacity strategy¡¨ being the highest among students, but the perception experience with ¡§service enthusiasm strategy¡¨ is lowest. 4. The senior students have better awareness of school external marketing strategies. 5. The senior students and girl students have better awareness of school interviewing marketing strategies . According the results as stated above, the researcher advances the suggestions for ¡§National Sun Yat-Sen University¡¨, and ¡§Related Research in the Future¡¨, hoping that they can be of referential value as far as related research and practice are concerned.

­^¤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.

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.

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.

<p><!-- /* Font Definitions */ @font-face {font-family:Garamond; panose-1:2 2 4 4 3 3 1 1 8 3; mso-font-charset:0; mso-generic-font-family:roman; mso-font-pitch:variable; mso-font-signature:647 0 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:""; margin-top:0cm; margin-right:0cm; margin-bottom:9.0pt; margin-left:0cm; text-align:justify; mso-pagination:widow-orphan; font-size:12.0pt; mso-bidi-font-size:10.0pt; font-family:Garamond; mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman"; mso-fareast-language:EN-US;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 70.85pt 70.85pt 70.85pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --><!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Normal tabell"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} > <! [endif] ></p><p>Throughout time, marketing activities have moved from a transaction perspective to a relationship building perspective on the idea that service quality is an essential part to achieve competitive advantage. In building a strong service culture internal marketing can be used as a tool to increase the employees' commitment to their customers and raise the standards. Also, internal marketing can be used to make employees aware of and be a part of the brand identity of the company. One business where relationship marketing has become increasingly important is the banking sector. Today, a financial crisis is swiping over the world which has lead to questions about the stableness of banks.</p><p>The purpose of this thesis is to investigate and analyse how Swedbank and Forex Bank use internal marketing to effectively transfer their brand identity to the employees. The focus will be on internal marketing and communication in crisis.</p><p>This study has been conducted from a qualitative approach base on case studies of Forex Bank and Swedbank. Data have been collected through semi-structured interviews with people at different levels within the companies.</p><p>In both the cases of Swedbank and Forex Bank the conclusions of this study showed that the employees were well aware of their respective companies' brand identities and was trying to live up to them as they were deeply rooted in the companies culture. Interviews revealed that none of the companies uses a clear internal marketing strategy. However, both Swedbank and Forex Bank use different internal marketing activities though with a slight difference in their focus. It was concluded that they would both benefit from having a structured internal marketing strategy. During the crisis Swedbank successfully use and enhanced their brand identity when communicating with their customers. Forex Bank on the other hand was not as successful, and some employees felt they were given some of the blame for the crisis, where the top management could have used the strong brand identity of the company to calm worried employees about the situation.< ><--></p>

The basic purpose of the research is to understand the significance of internal marketing in influencing frontline employees'job-related attitudes and service quality. Since rewards are considered to be an important compqnent of internal marketing, this research investigates relationships among frontline employee perceptions of rewards (extrinsic and intrinsic), attitudes (three components of organisational commitment viz. affective, normative and continuance, and job satisfaction), and service quality, in banking call centres. In this context, a conceptual model is presented comprising rewards as the antecedentsa, ttitudes as the mediating variables, and service quality of the frontline employees as the outcome variable. The model is empirically tested through a large sample study that is conducted among 4 call centres of a major retail bank in the UK. Following certain qualitative in-depth interviews at the exploratory stage, structural equation modelling (using AMOS) is carried out on 342 useable questionnaires (response rate of more than 50%), to empirically test the proposed framework for the study. The measurement and structural models, after validation and purification, provided satisfactory fit estimates across absolute, incremental and parsimonious measures. The results highlight the importance of rewards, as part of internal marketing, in maintaining employee attitudes, and improving service quality. Intrinsic rewards (like role clarity, training and skill variety) emerged as the most significant of all, as they were found to impact on service quality directly. Extrinsic social rewards (like supervision and team support) were not found to be significant, while the finding regarding extrinsic organisational rewards-service quality relationship was surprising. Although assumed important for perfon-nance, some had no direct effect (pay, and benefits satisfaction, extrinsic exchange), while others (working conditions and promotional opportunities) exerted a negative direct effect on service quality, although the indirect effect of most of these rewards was found to be positive. However, these rewards were considered important for influencing employee attitudes, which in turn influence service quality. In this context, the importance of employee attitudes like affective commitment and job satisfaction is emphasisedfor service quality. The empirical results of the study also reveal that it is the nature of commitment that matters in commitment-service quality relationship. Affective commitment emerged as the only attitude variable to bear a significant positive relationship with service quality. Job satisfaction was not found to impact on service quality directly, although the indirect effect was found to be positive. Normative commitment impacted on service quality indirectly, while continuance commitment was not found to be effective at all. Besides theoretical and methodological contributions, the thesis also provides strong managerial implications and directions for future research in applying internal marketing for improving service quality of frontline employees in call centres. Keywords: internal marketing, rewards, service quality, commitment, job satisfaction, UK banks, call centres, frontline employees.