A Study of Internal Marketing, Job Satisfaction and Customer Oriented Behaviors－Foreign Bank for Example

• Main Authors: Jun-Fang Liao, 廖俊芳
• Other Authors: Jacob Y.H. Jou
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/23117933672947656551

碩士 === 國立中山大學 === 企業管理學系研究所 === 89 === The finance industry has the highest the rate of labor concentration among the industries.The customers’ satisfaction and their positive appraisal about the services they received are mainly concluded from the employees’ service enthusiasm and their perception about customer significance.Therefore, the employees that have a direct contact with the customers are critical persons in terms of delivering the services to the customers. Thus, a company should treat its employees not only its most valuable assets, but also its internal customers. The concept for this is to place the employees, the internal customers, in the same position where they can experience the marketing and promotion strategies applying to their external customers, and to enhance the employees’ perception of customer orientation. The company will then have the differential advantage in customer orientation in the competitive marketing environment. This research is composed through several methodologies, including quantitative methods, such as the integration of the conclusions in its related researches, thorough interviews with key groups, and questionnaire survey. The data is collected through the research of the front-line service employees in a foreign bank. The data will help to identity the relationship between the employees’ perception and satisfaction of internal marketing, as well as their job satisfaction and the agreement of customer orientation. The results of this research can be described in five categories. (1)The perception of internal marketing is divided into five aspects; namely, active transportation of information, the style of direct supervisor, job compensation, competitive salary, and communication. (2)Internal marketing satisfaction is divided into six aspects; the style of direct supervisor, information delivery, compensation, competitive salary, the interaction between the company and the employees, and communication. (3)Job satisfaction is divided into three aspects; benefits from job, job contents, and the inter personal relationship from job. (4)Customer orientation is divided into three aspects; selling orientation, customer priority, and short-term selling orientation. (5)To verify both internal marketing perception and satisfaction have significantly positive relationship with job satisfaction. (6)Part of the dimensions in internal marketing perception and satisfaction have significantly positive relationship with customer orientation.