內(nèi)部營銷對(duì)飯店企業(yè)一線員工工作績(jī)效的影響研究
發(fā)布時(shí)間：2018-07-21 17:06
【摘要】：隨著我國綜合國力的不斷增強(qiáng)，服務(wù)業(yè)也在迅速發(fā)展，在我國的GDP總值中，服務(wù)業(yè)的比重逐年增高。對(duì)于人員密集型行業(yè)來說，當(dāng)前最需要的是具有顧客導(dǎo)向意識(shí)的員工。在服務(wù)業(yè)中，一線員工直接與顧客接觸，代表的是企業(yè)的形象。一線員工同時(shí)又是服務(wù)的直接傳遞者，他們所提供的服務(wù)質(zhì)量，對(duì)顧客的滿意度會(huì)產(chǎn)生重要的影響作用，從而關(guān)系到服務(wù)企業(yè)的盈利水平。由于員工尤其是一線員工在服務(wù)型企業(yè)對(duì)外輸出服務(wù)、提供產(chǎn)品的過程中具有重要的作用，所以在該類企業(yè)的人力資源管理中，員工的工作績(jī)效問題一直以來是熱門研究。飯店業(yè)是服務(wù)業(yè)的典型代表，而飯店業(yè)的一線員工的地位很重要，，飯店業(yè)一線員工相對(duì)于其它服務(wù)行業(yè)，其員工流失率非常嚴(yán)重。所以一線員工更應(yīng)該引起企業(yè)的重視，飯店企業(yè)應(yīng)該多關(guān)注其一線員工的需要，從而造就出滿意的員工，以一流的績(jī)效來實(shí)現(xiàn)飯店企業(yè)良好的可持續(xù)發(fā)展。 以往的研究大多是以激勵(lì)理論的角度對(duì)員工的滿意度以及員工的工作績(jī)效進(jìn)行深入研究，以期得到對(duì)管理實(shí)踐有意義的結(jié)論。但隨著內(nèi)部營銷理論的產(chǎn)生與不斷發(fā)展，學(xué)術(shù)界逐漸發(fā)現(xiàn)內(nèi)部營銷可以作為一種新視角來對(duì)員工的滿意度以及員工工作績(jī)效進(jìn)行研究。經(jīng)過多年理論與實(shí)踐研究，內(nèi)部營銷與員工滿意度之間的關(guān)系已經(jīng)研究成熟，但是內(nèi)部營銷對(duì)員工工作績(jī)效影響機(jī)制的研究相對(duì)比較缺乏。本文以服務(wù)利潤鏈為理論背景，引入三個(gè)變量，即員工滿意度、員工工作績(jī)效以及內(nèi)部營銷，以飯店業(yè)一線員工為研究的對(duì)象，探討三個(gè)變量之間的關(guān)系，并且對(duì)一線員工滿意度在內(nèi)部營銷與飯店企業(yè)一線員工工作績(jī)效之間的中介作用進(jìn)行實(shí)證檢驗(yàn)。 本研究將內(nèi)部營銷作為自變量、一線員工工作績(jī)效作為因變量、一線員工滿意度作為中介變量，通過相關(guān)的數(shù)據(jù)統(tǒng)計(jì)分析，驗(yàn)證的結(jié)論有以下幾點(diǎn)： （1）針對(duì)飯店企業(yè)的一線員工，內(nèi)部營銷、一線員工滿意度、一線員工工作績(jī)效的關(guān)系顯著。即內(nèi)部營銷與一線員工滿意度正相關(guān)；內(nèi)部營銷與一線員工工作績(jī)效正相關(guān)；一線員工滿意度與一線員工工作績(jī)效正相關(guān)。（2）內(nèi)部營銷的四個(gè)維度均與一線員工滿意度正相關(guān)；內(nèi)部營銷組合中的內(nèi)部產(chǎn)品和內(nèi)部促銷與一線員工的工作績(jī)效正相關(guān)；一線員工滿意度的兩個(gè)維度，內(nèi)部滿意度和外部滿意度與一線員工工作績(jī)效正相關(guān)，且與一線員工的關(guān)系績(jī)效和任務(wù)績(jī)效正相關(guān)。（3）驗(yàn)證了一線員工滿意度在內(nèi)部營銷與一線員工工作績(jī)效之間起到部分中介的作用，即內(nèi)部營銷會(huì)通過一線員工的滿意度對(duì)一線員工的工作績(jī)效產(chǎn)生相關(guān)的影響。這些研究結(jié)論對(duì)于內(nèi)部營銷與員工工作績(jī)效關(guān)系的進(jìn)一步研究提供了一定的理論基礎(chǔ)，對(duì)飯店企業(yè)乃至服務(wù)業(yè)來說具有一定的管理實(shí)踐意義。
[Abstract]:With the increasing of our country's comprehensive national strength, the service industry is developing rapidly, and the proportion of service industry is increasing year by year in the gross domestic product of our country. For people-intensive industries, what is most needed right now is a customer-oriented employee. In the service industry, front-line staff directly contact with customers, representing the image of the enterprise. First-line employees are also the direct delivery of services. The quality of service they provide will have an important impact on customer satisfaction, thus affecting the profit level of service enterprises. Since employees, especially front-line employees, play an important role in the process of exporting services and providing products to service-oriented enterprises, the issue of employee performance has always been a hot topic in the human resource management of this kind of enterprises. Hotel industry is a typical representative of service industry, and the status of front-line staff in hotel industry is very important. Compared with other service industries, the turnover rate of first-line employees in hotel industry is very serious. Therefore, the front-line staff should be paid more attention to, and the hotel enterprises should pay more attention to the needs of the first-line employees, so as to create satisfactory employees and achieve the good and sustainable development of hotel enterprises with first-class performance. Most of the previous studies are based on motivation theory of employee satisfaction and employee performance in-depth study in order to obtain meaningful conclusions on management practice. However, with the emergence and development of internal marketing theory, the academic community has gradually found that internal marketing can be used as a new perspective to study employee satisfaction and employee performance. After many years of theoretical and practical research, the relationship between internal marketing and employee satisfaction has been mature, but the research on the impact mechanism of internal marketing on employee performance is relatively lacking. This paper takes the service profit chain as the theoretical background, introduces three variables, that is, employee satisfaction, employee performance and internal marketing, discusses the relationship between the three variables, taking the hotel industry front-line staff as the research object. The paper also empirically tests the intermediary function between internal marketing and job performance of front-line staff in hotel enterprises. This study takes internal marketing as independent variable, front-line staff performance as dependent variable, front-line employee satisfaction as intermediary variable, and through relevant data statistical analysis. The conclusions of the verification are as follows: (1) the relationship between front-line employees, internal marketing, first-line staff satisfaction and front-line employees' job performance is significant. That is, internal marketing and front-line staff satisfaction is positive correlation, internal marketing and front-line staff work performance positive correlation. (2) the four dimensions of internal marketing are positively related to front-line staff satisfaction; The internal product and internal promotion in the internal marketing mix are positively correlated with the job performance of the front-line staff, while the two dimensions of the front-line employee's satisfaction, the internal satisfaction and the external satisfaction, are positively related to the first-line employee's job performance. And it is positively related to the relationship performance and task performance of front-line employees. (3) verify that front-line staff satisfaction plays a part of intermediary role between internal marketing and front-line staff performance. That is, internal marketing will have a related impact on the job performance of frontline staff through their satisfaction. These conclusions provide a theoretical basis for the further study of the relationship between internal marketing and staff performance, and have a certain management practical significance for hotel enterprises and even the service industry.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F272.92;F719
[Abstract]:With the increasing of our country's comprehensive national strength, the service industry is developing rapidly, and the proportion of service industry is increasing year by year in the gross domestic product of our country. For people-intensive industries, what is most needed right now is a customer-oriented employee. In the service industry, front-line staff directly contact with customers, representing the image of the enterprise. First-line employees are also the direct delivery of services. The quality of service they provide will have an important impact on customer satisfaction, thus affecting the profit level of service enterprises. Since employees, especially front-line employees, play an important role in the process of exporting services and providing products to service-oriented enterprises, the issue of employee performance has always been a hot topic in the human resource management of this kind of enterprises. Hotel industry is a typical representative of service industry, and the status of front-line staff in hotel industry is very important. Compared with other service industries, the turnover rate of first-line employees in hotel industry is very serious. Therefore, the front-line staff should be paid more attention to, and the hotel enterprises should pay more attention to the needs of the first-line employees, so as to create satisfactory employees and achieve the good and sustainable development of hotel enterprises with first-class performance. Most of the previous studies are based on motivation theory of employee satisfaction and employee performance in-depth study in order to obtain meaningful conclusions on management practice. However, with the emergence and development of internal marketing theory, the academic community has gradually found that internal marketing can be used as a new perspective to study employee satisfaction and employee performance. After many years of theoretical and practical research, the relationship between internal marketing and employee satisfaction has been mature, but the research on the impact mechanism of internal marketing on employee performance is relatively lacking. This paper takes the service profit chain as the theoretical background, introduces three variables, that is, employee satisfaction, employee performance and internal marketing, discusses the relationship between the three variables, taking the hotel industry front-line staff as the research object. The paper also empirically tests the intermediary function between internal marketing and job performance of front-line staff in hotel enterprises. This study takes internal marketing as independent variable, front-line staff performance as dependent variable, front-line employee satisfaction as intermediary variable, and through relevant data statistical analysis. The conclusions of the verification are as follows: (1) the relationship between front-line employees, internal marketing, first-line staff satisfaction and front-line employees' job performance is significant. That is, internal marketing and front-line staff satisfaction is positive correlation, internal marketing and front-line staff work performance positive correlation. (2) the four dimensions of internal marketing are positively related to front-line staff satisfaction; The internal product and internal promotion in the internal marketing mix are positively correlated with the job performance of the front-line staff, while the two dimensions of the front-line employee's satisfaction, the internal satisfaction and the external satisfaction, are positively related to the first-line employee's job performance. And it is positively related to the relationship performance and task performance of front-line employees. (3) verify that front-line staff satisfaction plays a part of intermediary role between internal marketing and front-line staff performance. That is, internal marketing will have a related impact on the job performance of frontline staff through their satisfaction. These conclusions provide a theoretical basis for the further study of the relationship between internal marketing and staff performance, and have a certain management practical significance for hotel enterprises and even the service industry.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F272.92;F719
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