The Effect of Staff Gender Roles on Turnover Intention and Service Attitude -- Take Public Relation Corporationsas an Example

• Main Authors: Tzu-Liang Tai, 戴子良
• Other Authors: I-Heng Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/w63654

碩士 === 國立中山大學 === 傳播管理研究所 === 102 === After Taiwan enterprises learn the media and marketing tactics from Europe several decades, &;quot; Public Relations (PR) &;quot; has become quite a hot industry, doubled number of PR firms to grow in the last 10 years. The business covers quite a lot. In the information age, business owners add cost and time considerations, and delicate issues through the PR operation, use of resources, and people interact, or on issues of crisis management, will make it much easier to attract consumer attention. It''s easy to see &;quot;PR consultant&;quot; in the importance of the role of marketing. This study is hoping for the public relations industry &;quot;people&;quot; as the theme for research in order to understand gender roles has sufficient influence and differences in intention to quit, and service attitude. In this research, there were 162 effective questionnaires returned among 250 questionnaires distributed to the public relation corporations within Taiwan. The data were analyzed by a variety of statistical methods, such as descriptive statistic, factor analysis, reliability analysis, and regression analysis etc. The conclusions of this research are： 1. Most officers are single, and the number of female is a little larger than male. Their ages are mostly under 30. About their educational attainment, university (college) as a proportion of the highest. They devote to the job is about 2~5 years till now. 2. The hypothesis that the employees’ gender role has significant effect on their turnover intention is supported; the hypothesis that the employees’ gender role has significant effect on their service attitude is partially supported; the hypothesis that the employees’ turnover intention has significant effect on their service attitude is partially supported. 3. The hypothesis that the turnover intention has mediation effects between the gender role and the service attitude is partially supported.