The Study on the Relationship between Internal Service and Customer Satisfaction

• Main Authors: Sky Chang, 張子凱
• Other Authors: Ruey-Shun Chen
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/37182882000604009629

碩士 === 國立交通大學 === 管理學院碩士在職專班資訊管理組 === 94 === As the consumptive pattern has been changing, enterprises pay more and more attention to customer satisfaction. Several past studies found that the effectiveness of strategy implementation in state-owned enterprises was not as good as that in their private counterparts. Therefore, the purpose of this study is to explore the effect of internal marketing on employees’ customer orientation and job satisfaction, and whether the internal marketing has different effect on customer orientation between the employees in state-owned and private enterprises. Convenience sampling method was applied to select front-line service counter employees from ITRI, Chunghwa Telecom and Taiwan Mobile to answer the questionnaire. Structural Equation Models were used to test the proposed hypotheses. SPSS AMOS software was applied as the analyzing tool in this study. The results showed that Internal marketing had positive impact on employees’ customer orientation; Employees’ customer orientation had positive impact on job satisfaction; Internal marketing in private enterprises had much more significant impact on customer orientation than that in state-owned counterpart did. According to the result, we recommend some suggestions to both the practitioners and the academics.