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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0210103-163745 |
| Date | 10 February 2003 |
| Creators | Shiao, Yui-Fen |
| Contributors | none, none, Jacob Y.H.Jou |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0210103-163745 |
| Rights | unrestricted, Copyright information available at source archive |
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