碩士 / 國立屏東商業技術學院 / 行銷與流通管理系(所) / 99 / The main purpose of this study is to investigate the internal marketing, organizational commitment and retention intention in banking industry. A financial tsunami damages everyone on the banks produce "golden rice bowl" image, becoming less and less profitability in the bank when the layoffs are inevitable thing. The domestic banks has been decreasing instead of increasing the number of employees situation for four years, resulting in bank turnover rate is very high. But there are still people willing to stay is what drives their willingness to continue to do? Would internal marketing affect retention intention? Would employee loyalty affect internal marketing and retention intention?
This study used questionnaires. Bank employees survey as the object of sending workers to the questionnaire. Total questionnaires were 150 samples. The actual recovery were 125 samples. After not filled by removing 4 samples of valid questionnaires, collects 121 valid questionnaires. The effective return rate is 80%.
The study results showed that internal marketing and retention intention of bank identity positive correlation, then organizational commitment will have a moderating effect relationship between internal marketing and retention intention on bank employees. Finally, managerial implications and additional researchers are presented in final session.
| Identifer | oai:union.ndltd.org:TW/099NPC05691003 |
| Date | January 2011 |
| Creators | Hsing-Chuan Li, 李幸娟 |
| Contributors | Song-Wen You, 尤松文 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 77 |
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