The Research on the Relationship among Internal Marketing, Job Satisfaction , and Customer Orientation － a case study of E.SUN COMMERCIAL BANK

• Main Authors: Shih-Ming Yeh, 葉世明
• Other Authors: Yih-Chaung Chen
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/63dmf3

碩士 === 朝陽科技大學 === 企業管理系碩士班 === 91 === Banking industry is a well-developed sector in Taiwan. There is a high level of similarity among financial institutions. It is not an easy way to increase profit spread through product innovation and development. Quality assurance is critical to competition in any sectors, so is banking. Customer service quality and employee behavior therefore have played a major role to business success, customer satisfaction, marketing result. To motivate banking staffs holding a positive service attitude in this customer oriented business, “Internal Marketing” concept is promoted by scholars. The research has taken E. Sun Commercial Bank as a study case to provide an in-depth influence analysis on internal marketing to both employee’s satisfaction and customer fulfillment. The search is also intended to provide a best practice to other financial institutions. Following findings have been identified and concluded in the research: 1) The higher satisfaction level employees practice to internal marketing, the more satisfaction they get in working place. 2) The higher satisfaction level employees practice to internal marketing, the more customer oriented they are likely to be. 3) Close linkage between employee satisfaction and customer-orientation 4) Internal Marketing can elevate customer satisfaction and improve his customer-oriented behavior