A study of relationship about internal marketing， employee satisfaction and consumer orientation（Aetna Financial Service as Example）

• Main Authors: Yeh , Chi-Ching, 葉吉欽
• Other Authors: Chang, Bao-Long
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/93964529497945716762

碩士 === 國立交通大學 === 經營管理研究所 === 83 === In the field of service marketing, employees function as the center in attracting, establishing and maintaining client relationship. Many companies become aware of the key role employees play in the service delivery process and thus derive the need of internal marketing. In this study, correlation between internal marketing and Job satisfaction also with consumer orientation , is empirically examined through views of insurance workers. In the first part of the study, we obtain relevant information of internal marketing and employee satisfaction also with consumer oriented, for further development scale of internal marketing, through research paper reference and in-depth interview with business managers. Moving to the second part of the study, quantitative research, 237 insurance workers that of Aetna Financial Service are surveyed. However, as these insurance operating departments lack of population data, As a conclusion, it is suggested that insurance companies, in order to meet target performance, can selectively promote different internal marketing elements over their different business cycle. Companies can direct their improvement based on the 5 least successfully promoted elements of internal marketing，such as well skilled worker with sufficient client oriented relationship did really take benefits for the enterprise . The purpose of this study includes: to develop scale of internal marketing, to discuss elements of internal marketing, to understand how internal marketing is introduced in the insurance business, to see if internal marketing and employee satisfaction also with comsurer oriented, are connected, and at last to review whether performance of these operating insurance departments would be affected by their different types of internal marketing.