| Summary: | 碩士 === 國立臺灣師範大學 === 科技應用與人力資源發展學系人力資源碩士在職進修專班 === 101 === The call center staffs are positioned in the front line of enterprises facing customers, mainly assisting enterprises in helping customers solve problems and knowing customers’ demands and feelings best. Making customers satisfy is critical to a venture's success. Therefore, the frontline staffs have a decisive impact on the success of enterprises. How to lower the turnover rate of excellent call center staffs is a profound subject for study and also decides whether enterprises can provide excellent service. The purpose of this research is to explore what mode or mechanism of internal marketing campaigns enterprises should use to make staffs in tune with enterprises, improve staffs’ work satisfaction, in crease their organizational commitment and lower staff turnover so that enterprises can gain management advantage in market competition.
The result of the study is that internal marketing, job satisfaction, oIganizational identification and turnover intention show remarkable correlation in between. The job satisfaction and oIganizational identification had complete mediation effect on the relationship between internal marketing and turnover intention.
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