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
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0221105-103027 |
| Date | 21 February 2005 |
| Creators | Liang, Jen-Hsin |
| Contributors | none, none, Bih-Shiaw Jaw |
| 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-0221105-103027 |
| Rights | not_available, Copyright information available at source archive |
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