在當(dāng)今這種激烈的競(jìng)爭(zhēng)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?shí)踐中去。內(nèi)部營(yíng)銷(xiāo)是追求員工忠誠(chéng)度的一個(gè)引人注目的概念,也是競(jìng)爭(zhēng)優(yōu)勢(shì)的源泉。本研究的主要目的是通過(guò)對(duì)工作滿意度來(lái)考察內(nèi)部營(yíng)銷(xiāo)對(duì)員工忠誠(chéng)度的影響,因此,提出了證明這種關(guān)系的命題。為了研究?jī)?nèi)部營(yíng)銷(xiāo)對(duì)工作滿意度和員工忠誠(chéng)度的影響。這些命題是必要的。因?yàn)樗鼮榛诮?jīng)驗(yàn)數(shù)據(jù)的假設(shè)檢驗(yàn)過(guò)程提供了經(jīng)驗(yàn)分析的行動(dòng)過(guò)程,來(lái)自巴基斯坦的旅館和餐館通過(guò)整合服務(wù)營(yíng)銷(xiāo)文獻(xiàn)及人力資源實(shí)踐,研究了內(nèi)部營(yíng)銷(xiāo)的影響。因此,本文的研究成果對(duì)人力資源管理和服務(wù)營(yíng)銷(xiāo)領(lǐng)域有一定的借鑒作用同時(shí)也有助于理解內(nèi)部營(yíng)銷(xiāo)理念。數(shù)據(jù)由350個(gè)人使用5個(gè)點(diǎn)收集,如使用不同項(xiàng)目量表開(kāi)發(fā)的量表問(wèn)卷,對(duì)數(shù)據(jù)進(jìn)行了不同的統(tǒng)計(jì)檢驗(yàn),包括回歸分析、相關(guān)分析、可靠性分析和清醒試驗(yàn)。研究結(jié)果表明,內(nèi)部營(yíng)銷(xiāo)與員工忠誠(chéng)、內(nèi)部營(yíng)銷(xiāo)和工作滿意度之間存在顯著的關(guān)系。在這兩個(gè)變量中,工作滿意度的調(diào)解也顯示出統(tǒng)計(jì)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?yàn)閱T工希望與組織一起給他們帶來(lái)福利和積極的工作經(jīng)驗(yàn)。相關(guān)分析和回歸分析結(jié)果表明,內(nèi)部營(yíng)銷(xiāo)與工作滿意度存在較強(qiáng)的關(guān)系。此外... 

【文章頁(yè)數(shù)】：67 頁(yè)

【學(xué)位級(jí)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



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