A study on Internal Marketing , Role Perception, and Customer Orientation - Hotel Industry for Example

• Main Authors: Ying-Chen Liang, 梁殷禎
• Other Authors: Jacjou Chou
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/64285682679446419275

碩士 === 國立中山大學 === 企業管理學系 === 87 === In the service industry people are the most vital and most important component and this is where service providers show their identity through their enthusiasm towards the customer. Since the positive appraisement of the service and/or the product is usually based on the customer’s sense of satisfaction with the service by the service provider . Thus, in order to instill employees with a sense of service and with enthusiasm, the organization needs to develop the concept of internal marketing. The concept of internal marketing was first reported in the area of service industry 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 internal customers’ (employees'''') satisfaction so as to further develop the sense of customer service satisfaction of the members within the organization. This research will study the application of the internal marketing concept within an organization in order to verify and better understand this concept and to promote employee identity with the organization. In this research, we only focus on the front line employees in hotel and limit the range of the research. This research hopes to transform the concept of internal marketing into a more tangible management behavior. The research uses quantitative research methods to try to understand the perception of employees toward internal marketing management. Moreover, it presents the influence of the employee''''s perception of internal marketing on employees’ role perception, and customer orientation. The processes of the research are : First, Integrated the findings of related researches to propose an operational definition of the internal marketing concept , than interview the practice managers and employees to develop the scale. Second ,choose the hotel which class level are over 4-star and use the scale to collect information from these hotels’ front-line service contact employees, to identify he relationship among the employee''''s perception of internal marketing, employees’ role perception, and customer orientation. The result of the research are：First, Internal marketing can be divided into six dimensions including(1)concern(2)information collecting(3)tangible benefit(4)untangible benefit(5)communication(6)mental cost. Second, Customer orientation can be divided into three dimensions including (1)aggressive(2)passion(3)honest. Third, Part of the dimensions in internal marketing has the significantly positive relationship with part of the dimension in customer orientation, and significantly negative relationship with role ambiguity . The role ambiguity has significantly negative relationship with customer orientation.