| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 93 === The traditional ‘marketing’ idea, mainly rely on products, which means that the manufacturers sell the products to the customer; Under this kind of logical thinking, the subject of marketing is ‘products’ and the target is ‘customers’. However, the initial concept of internal marketing practice applies the idea of marketing activities of external market to the internal part of organization, regards staffs as internal customers and throughout the similar marketing concept to develop similar marketing activities to motivate and influence staffs, and then creates job satisfaction for whole internal customers (company staffs) and staffs’ consciousness of customer service, market leading and sales.
The main purpose of this study, probes into the influence of the execution of internal marketing practice on organizational commitment and job satisfaction. This study looks at the internal marketing with a different angle, separates it as ‘traditional product leading’ aspect, which means company provides internal marketing practice, and ‘newly marketing-customer leading’ aspect, which means the internal marketing practice from the needs of staffs, and uses past internal marketing idea to produce a much more modern and suitable internal marketing idea. In addition, the difference between two variances draws the idea of fit of internal marketing, and it is the key point of this study. The sample of this study includes 131 listed companies, and the result shows that: (1) the supply, demand and fit of internal marketing practice have positive relationship with job satisfaction (2) the supply, demand and fit of internal marketing practice have positive relationship with organizational commitment.
The final conclusion of this study includes research conclusions, theoretical implications, research limitations, and future research suggestion, et cetera, and hopes that this study can be the reference for future studies.
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