本文選題：內部營銷　切入點：內部服務質量　出處：《湖南大學》2012年碩士論文

【摘要】：隨著經濟全球化速度的加快，以及服務經濟時代的來臨，中國酒店行業(yè)的競爭日益激烈。我國酒店長期面臨“員工滿意度低、流失率高”的管理困境。近年來，內部營銷作為提升員工滿意度的管理策略，受到了酒店管理者的密切關注。然而，國內研究尚未清晰闡述酒店內部營銷對員工工作滿意度的作用機理，實證研究較少，酒店內部營銷的理論與應用價值未能得到充分論證。 基于此，本文圍繞酒店內部營銷對員工工作滿意度的影響進行實證研究，并驗證內部服務質量在其中所起的中介作用。文章首先對內部營銷、內部服務質量和工作滿意度理論的研究現狀進行歸納。在分析酒店內部營銷、內部服務質量及員工工作滿意度之間關系的基礎上，提出本文的理論模型及研究假設。本研究采用問卷的方式對酒店員工進行調查，，并運用SPSS20.0、AMOS20.0軟件分析數據。統(tǒng)計分析方法主要有：信效度分析、相關分析、方差分析、結構方程模型分析等。本文的結論有：酒店內部營銷對內部服務質量、員工工作滿意度均產生顯著的正向影響；內部服務質量對員工工作滿意度產生顯著的正向影響，并在酒店內部營銷對員工工作滿意度的影響中扮演中介角色；除性別外，其余人口統(tǒng)計量對各變量的影響有一定的顯著差異。 最后，針對研究得出的結論，本文從酒店內部營銷的導入、實施、效果評估以及保障措施等方面提出了管理建議。具體包括開展內部營銷專業(yè)知識培訓、設計內部營銷CPC策略組合、定期調查內部服務質量與員工滿意度等。然而，本文探討的管理建議，有待在今后的酒店管理實踐中進一步豐富和完善。
[Abstract]:With the acceleration of economic globalization and the advent of service economy, the competition of Chinese hotel industry is becoming increasingly fierce.Hotels in our country have been facing the management dilemma of low employee satisfaction and high wastage rate for a long time.In recent years, internal marketing, as a management strategy to enhance employee satisfaction, has received close attention from hotel managers.However, domestic research has not clearly explained the role of hotel internal marketing on employee job satisfaction mechanism, empirical research is less, the hotel internal marketing theory and application value has not been fully demonstrated.Based on this, this paper makes an empirical study on the impact of hotel internal marketing on employee job satisfaction, and verifies the intermediary role of internal service quality.This paper first summarizes the research status of internal marketing, internal service quality and job satisfaction theory.Based on the analysis of the relationship among hotel internal marketing, internal service quality and employee job satisfaction, the theoretical model and research hypothesis of this paper are put forward.In this study, the hotel staff were investigated by questionnaire, and the data were analyzed by SPSS 20.0 and AMOS20.0 software.Statistical analysis methods include: reliability and validity analysis, correlation analysis, variance analysis, structural equation model analysis and so on.The conclusions of this paper are as follows: hotel internal marketing has a significant positive impact on internal service quality and employee job satisfaction, and internal service quality has a significant positive impact on employee job satisfaction.It also plays an intermediary role in the influence of hotel internal marketing on employee job satisfaction, except for gender, there are some significant differences in the influence of other population statistics on each variable.Finally, in view of the conclusion of the study, this paper puts forward some management suggestions from the aspects of the introduction, implementation, effect evaluation and safeguard measures of hotel internal marketing.It includes the training of internal marketing knowledge, the design of internal marketing CPC strategy mix, and the regular investigation of internal service quality and employee satisfaction.However, the management suggestions discussed in this paper need to be further enriched and perfected in hotel management practice in the future.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F272.92;F719

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