| Summary: | 碩士 === 國立中正大學 === 企業管理所 === 95 === Besides outstanding products, corporations start taking the quality of employee services seriously. To build up their competitive advantages, many companies gradually transfer their focus of human capital into the strategies and policies of the companies. The development of internal marketing is a representative. So this study treats mainly the change of employee’s perceived organizational support in the attitude level and the further affection of the presentation of the organizational citizenship behavior after internal marketing. In addition, this study uses locus of control as interfered variable to explore whether the affection of organizational citizenship behavior by internal marketing will be effected.
Because the service and high technology industries play important roles in economic development of Taiwan in recent decades, the study sent out 1,046 questionnaires in terms of five hundred service industries and one thousand manufacturing industries listed on the investigation of CommonWealth Magazine in 2006, and 405 questionnaires were sent back with return rate as 38.7%. First of all, the study uses correlation analysis to identity the degree of relationship amount internal marketing, perceived organizational support and organizational citizenship behavior; besides, the correlation analysis is also used to test if there is any interruption effect caused by locus of control. At last, the causal relations amount internal marketing, perceived organizational support and organizational citizenship behavior were identified by regression analysis.
According to the statistical analysis result of the study, following conclusions and contributions are made: (a). internal marketing effects organizational citizenship behavior through perceived organizational support. (b). internal marketing effects organizational citizenship behavior through locus of control. (c). internal marketing effects organizational citizenship behavior directly and indirectly. (d). internal marketing effects the result of employee’s behavior through attitude. (e). emphasize the combination of corporate culture and employees’ characteristics.
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