Abstract
In the recent years, hypermarkets in Taiwan became already the main places that the consumers purchase articles for daily use. During the depression, it is very fierce that variations and competitions between the hypermarkets. The leading-brand hypermarkets still to expand their new stores in this year, but they placed the focus to increase the differences of their products and services with others, rather to compress the existing space between competitors through the price war.
The study is at background of the hypermarkets, when they would like to consider the differences of services as their principal marketing tactic, whether they perceived already the employees, who possess service consciousness and customer-oriented behavior, are the key points to operate successfully. In the hypermarkets where the employees contact frequent- ly with the customers, service quality is very close to the quality of employees. One of the main purposes of this research is to discuss what factors to affect the Customer-Oriented Behavior in the hypermarkets. Therefore, I choose the employees from a famous hypermarket, located in central Taiwan, as object of the study, in order to understand the relations between ¡§Internal Marketing¡¨ and ¡§Customer-Oriented Behavior¡¨ of employees. Then to adulterate again with ¡§Organizational Commitment¡¨ as an intervening variable, in order to demonstrate clearly whether¡¨ Internal Marketing ¡§would affect ¡§Customer- Oriented Behavior ¡§or not by the intervening variable. The study finds the followings:
1. Internal Marketing affects positively on Organizational Commitment.
2. Organizational Commitment affects positively on Customer-Oriented behavior.
3. Internal Marketing affects positively on Customer-Oriented Behavior.
Internal Marketing can also reinforce indirectly its influence on Customer- Oriented Behavior through the mediator of Organizational Commitment, the managers should also concern with the mediator, so as to make sure the Customer-Oriented Behavior will perform.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0624102-211159 |
| Date | 24 June 2002 |
| Creators | Lee, Shih-Hui |
| Contributors | 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-0624102-211159 |
| Rights | restricted, Copyright information available at source archive |
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