| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 92 === In the future, the market will be more competitive during to uncertain and unstable environment. Customers behavior will change on any time, any place, it is no rules but only depend on customers’ emotion. To create an unbeaten position, enterprise have to know their customers and to catch their hearts, the effective way is to build up the customers’ orientated culture and emphasize the service content and procedure. Customer orientation of employees will influence customer perception of service qualify; Internal service is a tool of helping employees’ customer orientation.
Finance services build in the interaction between employees and customers, the service quality and company performance are demonstrated by employees’ behavior. Most of the studies verified that「the higher staff satisfaction emerged from high quality internal-service, satisfying employees will devote to their organization, meanwhile will provide high quality service to satisfying its external customers」. This shows that service culture and human resources quality is the enterprise’s weapon to win the competitive advantage.
This study uses LISREL 8.51 as the tool to discuss causal model. The reliability, validity, and quality indexes of this model are very good. Finally, this study uses analysis of variance to analyze according to staff characteristics. The conclusions are as follows：
First, the internal service quality has the positive affection on the staff satisfaction. Second, the staff satisfaction has the positive affection on the organization commitment. Third, organization commitment has positive affection on customer orientation. Fourth, achievement motive have the positive affection on the organization commitment and customer orientation.
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