The Relationship Between Internal Marketing And Organizational Performance In Post Service

• Main Authors: Hsuan-chu Lin, 林軒竹
• Other Authors: Huan-Ming Chunag
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/49850995325457032041

碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 100 === Traditional economic model that emphasizes tangible product is gradually turning into service economic era that concentrates on intangible services. This study bases on the concepts related to “internal market orientation” (IMO) to explore the important variables mediating internal market orientation and organizational performance. After extensive literature review, this study establishes a research framework with hypotheses. Questionnaire survey is conducted on samples from Yunlin branch of Chungwha Post Co. with 342 valid responses. Then collected data is analyzed by PLS (Partial Least Square) to investigate important strategies for enhancing the performance of Chunghwa Post Co. Major research findings can be listed as follows: (1) IMO does not have significant positive influence on internal customer satisfaction; (2) internal information dissemination has positive effects on affective commitment and continuance commitment; (3) Internal customer satisfaction has significant positive impact on employees'' affective commitment and normative commitment; (4) employee’s affective commitment and normative commitment have positive impact on their customer orientation and competitor orientation, and through the mediation of external market orientation, have positive impact on service quality and organizational performance. These findings can be expected to provide helpful insights on both the academic and the practice.