| Summary: | 碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 93 === It is hard for banks to always stay on advantage point and keep a level of excessive profit, because their products are too similar. And another reason is that the banking business is highly customer-oriented, so the quality of service will decide whether a bank will succeed in business.
Customers’ first impression on a bank is usually based on the performance and enthusiasm of the service people on the first line in a bank; therefore, a bank should treat its employees as important inner customers. A bank can raise the level of satisfaction of inner workers to enhance the consensus of offering the best customer-oriented services, so eventually a bank can gain its competence by doing so.
This research uses 10 domestic banks, analyzing the relationship among internal marketing activities, job satisfaction, empowerment, organizational service climate and customer-oriented behavior. We hope this research can provide banks pragmatic and useful suggestions for the internal marketing. The findings are as follow:
1. The greater the satisfaction of communication is, the higher the job satisfaction of workers will be.
2. Internal marketing activities have a positive impact on the organizational service climate.
3. Empowerment has a positive impact on the job satisfaction and the organizational service climate.
4. The organizational service climate has a positive impact on job satisfaction.
5. The relationship between the job satisfaction and customer-oriented activities was not verified.
6. The organizational service climate has a positive impact on customer orientated activities.
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