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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0703101-095543 |
| Date | 03 July 2001 |
| Creators | Wu, Hsi-Jei |
| Contributors | none, none, none, none, none, none, none, none |
| 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-0703101-095543 |
| Rights | not_available, Copyright information available at source archive |
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