在當(dāng)今這種激烈的競爭環(huán)境中,組織注重理論新概念,必須嘗試將這些概念灌輸?shù)綄嵺`中去。內(nèi)部營銷是追求員工忠誠度的一個引人注目的概念,也是競爭優(yōu)勢的源泉。本研究的主要目的是通過對工作滿意度來考察內(nèi)部營銷對員工忠誠度的影響,因此,提出了證明這種關(guān)系的命題。為了研究內(nèi)部營銷對工作滿意度和員工忠誠度的影響。這些命題是必要的。因為它為基于經(jīng)驗數(shù)據(jù)的假設(shè)檢驗過程提供了經(jīng)驗分析的行動過程,來自巴基斯坦的旅館和餐館通過整合服務(wù)營銷文獻(xiàn)及人力資源實踐,研究了內(nèi)部營銷的影響。因此,本文的研究成果對人力資源管理和服務(wù)營銷領(lǐng)域有一定的借鑒作用同時也有助于理解內(nèi)部營銷理念。數(shù)據(jù)由350個人使用5個點收集,如使用不同項目量表開發(fā)的量表問卷,對數(shù)據(jù)進(jìn)行了不同的統(tǒng)計檢驗,包括回歸分析、相關(guān)分析、可靠性分析和清醒試驗。研究結(jié)果表明,內(nèi)部營銷與員工忠誠、內(nèi)部營銷和工作滿意度之間存在顯著的關(guān)系。在這兩個變量中,工作滿意度的調(diào)解也顯示出統(tǒng)計學(xué)上的顯著效果。由此得出結(jié)論:提高員工滿意度可以很容易地降低離職傾向。因為員工希望與組織一起給他們帶來福利和積極的工作經(jīng)驗。相關(guān)分析和回歸分析結(jié)果表明,內(nèi)部營銷與工作滿意度存在較強(qiáng)的關(guān)系。此外... 

【文章頁數(shù)】：67 頁

【學(xué)位級別】：碩士

【文章目錄】：
摘要
Abstract
Chapter 1 Introduction
    1.1 Research Background and Statement of The Problem
        1.1.1 Research Background
        1.1.2 Statement of the Problem
    1.2 Research Objective and Significance
        1.2.1 Research objectives
        1.2.2 Research Significance
    1.3 Literature Review
        1.3.1 Internal Marketing
        1.3.2. Employee Loyalty
        1.3.3. Job Satisfaction
        1.3.4 Comments on Current Literature
    1.4 Main Content and structure of thesis
Chapter 2 Hypothesis Development and Theoretical Framework
    2.1 Hypothesis Development
        2.1.1 Relationship of Internal Marketing and Job Satisfaction
        2.1.2 Relationship of Job Satisfaction and Employee Loyalty
        2.1.3 Relationship of Internal Marketing and Employee Loyalty
    2.2. Theoretical Framework
    2.3 Summary
Chapter 3 Sampling Design and Data Analysis
    3.1 Questionnaire Design
    3.2 Questionnaire Distribution and Collection
        3.2.1 Pilot Testing
        3.2.2 Sampling Design
        3.2.3 Data Collection
    3.3 Data Analysis
        3.3.1 Analysis of Demographics
        3.3.2 Descriptive Statistics
        3.3.3 Reliability Analysis
        3.3.4 Validity Measurement (Factor analysis)
    3.4 Hypothesis Testing
        3.4.1 Correlation
        3.4.2 Regression
        3.4.3 Sobel Test
    3.5 Analysis Results
    3.6 Summary
Chapter 4 Discussions and Suggestions
    4.1 Discussions
        4.1.1 Internal marketing and job satisfaction
        4.1.2 Job satisfaction and employee loyalty
        4.1.3 Internal marketing and employee loyalty
    4.2 Suggestions
    4.3 Summary
Conclusion
References
Appendix A
Acknowledgement
Resume



本文編號：3686200