| Summary: | 碩士 === 正修科技大學 === 經營管理研究所 === 102 === The company’s organization usually uses the characteristics of internal marketing to the organizational climate, employees’ learning, and the increase of the sales. The people- first philosophy which implemented to the knowledge and technologies and intangible assets are the source of core competitiveness for modern enterprises. Thus, internal marketing and human resource capital are the basics of the competitiveness.
The objective of the research is to explore the influence of internal marketing and human resource capital on organizational. This empirical research is implementing by analyzing designed questionnaire and related literature review of internal marketing, human resource capital, organizational influence. The internal marketing scale consists of educational training, managerial support, and internal communication. The human resource capital consists of human resource operation, human resource development, company identity. The organizational performance scale consists of finance, customers, internal process, and learning and the growth. The survey was conducted to the employees of the forwarder company. A total of 300 questionnaires are distributed, and 263 valid questionnaires were collected. The results are as below.
1. 60% of the respondents are male. 74.1% of the respondents are from Age 21-40, and 67.7% of the respondents graduated from high school or vocational school.
2. By T test, this study presented the gender will significantly influence the cognitive perceptions of the internal communication of internal marketing, the human resource development of the human resource capital. The cognitive perceptions of the female are higher than the cognitive perceptions of the male.
3. By using one-way ANOVA analysis, there are significant differences on cognitive perception among internal marketing, human resource capital, and organizational performance. And the cognitive perceptions of import and export section are higher than the cognitive perceptions of warehousing for internal marketing and human resource capital. The cognitive perceptions of inland transportation are higher than the cognitive perceptions of import and export for the organizational performance.
4. By regression analysis, this study presents that there is a cause and effect relationship between human resource capital and organizational performance. There is a cause and effect relationship between Company identity and managerial support and finance. There is a cause and effect relationship between company identity and customers. There is a cause and effect relationship between company identity and internal process. There is a cause and effect relationship between company identity and learning and the growth.
The factors above are all positive influence.
By integrating literature reviews from internal marketing, human resource capital, organizational performance, forwarders and analyzing questionnaire, the results were the following:
1. Human resource capital is the key factor for the organizational performance to success.
2. There is a big difference on cognitive perceptions of company’s types between internal marketing and human resource capital.
3. The key factors of internal marketing are educational training and managerial support.
4. The key factors of human resource capital are human resource management and company identity.
Key Words: Internal Marketing, Human Resource Capital, Organizational Performance, Forwarders
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