Direct Selling in Taiwan, due to it¡¦s changing from focusing on distributor¡¦s face-to-face connecting with customers to emphasizing on real channel and electronic commerce; it has been a part of service Industry. Therefore, a good quality of service is become a key which could turnover people¡¦s negative impression on direct selling. We can see that within these years, for gaining positive reputations, most of direct selling companies have given lots of their efforts and money on external marketing activities, such as image commercial, sports sponsor, charity activities, and etc. But, who could win the competition at the end? The way to success is the way that internal employees having satisfied service to external customers. There are many ways of encouraging employees doing excellent service. Some scholars¡¦ studies found out an effective communication which could lead employees to a customer service oriented attitude is internal marketing. This is a case study of a direct selling company that operates its business with real channel. The major purpose is to find out whether internal marketing influence the attitude of customer orientation, and if supervisor trust and job satisfaction could be improved by internal marketing. We discuss four variables (internal marketing, supervisor trust, job satisfaction, customer orientation) to search out the relation among them. This research pointed out that
1. The higher satisfaction level employees practice to internal marketing, the more satisfaction they got in supervisor trust.
2. The higher satisfaction level employees practice to internal marketing, the better performance on customer orientation.
3. Close linkage between supervisor trust and employee¡¦s job satisfaction.
4. There is a positive relation between employees¡¦ job satisfaction and customer orientation.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825106-000649 |
| Date | 25 August 2006 |
| Creators | Yen, Hsing-chih |
| Contributors | Shyh-Jer Chen, Liang-Chih Huang, Jin-Feng Uen |
| 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-0825106-000649 |
| Rights | restricted, Copyright information available at source archive |
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