| Summary: | 碩士 === 中華大學 === 資訊管理學系(所) === 98 === In this era of ever-expanding knowledge and economic, the future development of a corporation organization is determined by its size and manpower quality. If “manpower” is the invisible asset, then “culture” is the core for the existence of the company. If one can combine the “internal marketing” and “corporation culture” and have employees and corporation the same beliefs and goals, the corporation would be more competitive and successful. Berry (1981) proposed ” The Employee as Customer”. According to this viewpoints, the concept of marketing is not confined to external marketing & sale for external customers only, it adds the concept of ”making employee internal customers ”and performing internal sale inside organization, and provide more qualified services via the internal marketing with interaction between employees and customers. On the other hand, whether the internal marketing and sale will affect the work performance or not, is an important issue for the human resource management of the corporation.
This research is based upon the viewpoint of “the company with the more strong culture of internal marketing and sale, the internal employee would have better job satisfaction and service attitude, and work performance” to investigate the practical influence and relationship of employees among the following factors: internal marketing & sale, job satisfaction, and service attitude. Our research target is a company that has executed this concept of internal marketing & sale for over eight years. We utilize the survey method to gather relevant information. After data collection, we resort to the methods of description statistics, reliability analysis, efficiency analysis, and single factor analysis of variance, correlation analysis, and regression analysis to verify our proposed theoretical structure and hypotheses. Our research results and suggestions can be served as a reference for interested corporation and organization. Our study shows that：
1. There is positive relationship between “internal marketing” and “job satisfaction”.
2. There is positive relationship between “internal marketing” and “service attitude”.
3. There is positive relationship between “job satisfaction” and “work performance”.
4. There is positive relationship between “service attitude” and “work performance”.
5. There is positive relationship between “internal marketing” and “work performance”.
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