| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 97 === As the time of service-based economy has come, service industries have faced competitive challenges that like the mushrooms after rain. Gradually, they take the enhancement of human resource concept seriously. Thus, insurance service industries should take the human resource more seriously which they ignored before. In fact, accumulating the human resource and knowledge is the key point to handle the successful business and to make differences.
This study wants to find appropriate mediators influencing the relationship between internal market orientation and customer orientation. We try to explain internal marketing from marketing orientation and employee viewpoint. For one thing, whether employees increase the organizational loyalty because they feel the concept of their company is taking them as customers. Then, they result in higher customer orientation. For another, the internal market orientation of organization influences their customer orientation mainly through the mediating effects of internal service quality. Also, we discuss the relationship within organizational commitment, internal service quality and customer orientation.
This study distribute questionnaires to the Life Insurance Company which fit in our research topic. This paper used 322 received questionnaires to analyze it with LISREL. The majority results support our hypotheses. The result show that internal market orientation and customer orientation have positive relationship through internal service quality and organizational commitment.
|
|---|
