A Study on the Relationships among Internal Marketing, Job Satisfaction, Job Involvement And Organizational Citizenship Behavior – The Case of a Military Academy

• Main Authors: Tseng Yun Lung, 曾溫龍
• Other Authors: Chiung－Hui Huang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/e7y55x

碩士 === 國立高雄應用科技大學 === 人力資源發展系碩士班 === 101 === In recent years, Internal Marketing has become an emerging topic. Having all the employees in an organization as target objects, the use of marketing concepts and techniques is to meet the needs of employees, as well as to train the employees to make them more customer-oriented in order to improve customer satisfaction. Gradually, the organization's objectives can be achieved. In this study, the relationship among internal marketing, job satisfaction, job involvement and organizational citizenship behavior is investigated, using volunteer military soldiers as the target sample. A total of 662 volunteer soldiers and 662 supervise officers were surveyed. A total of 589 paired responses were collected, yielding a complete response rate of 89%. The analysis methods included analysis of variance, correlation analysis, and hierarchical regression analysis. The findings are as follows: There is a significant difference in terms of the demographics of the volunteer soldiers in the scopes of internal marketing, job satisfaction, and job involvement; There are significant positive correlations in the volunteer soldiers' internal marketing, job satisfaction, job involvement, and organizational citizenship behavior; Job satisfaction and job involvement both have mediating effects between internal marketing and organizational citizenship behavior. This study proposes specific suggestions for the management of military academies to refer to, including encourage highly educated and experienced members lead by example, engage in organizational citizenship behavior driven member, head of internal marketing strategy to promote the strengthening of education, the use of marketing strategies, the establishment of a number of communication channels, continuedin order to improve job involvement and job satisfaction, as well as to facilitate organizational citizenship behavior.