內部行銷、組織承諾、工作投入、及工作滿意對工作績效之影響－以台灣老人服務機構為例

Effects of Internal Marketing, Organizational Commitment, Job Involvement and Job Satisfaction on Work Performance: A Study of the Elderly Care Institutions in Taiwan

10.29931/MR.201209.0002

陳筱華(Sheau-Hwa Chen)；劉柏妤(Po-Yu Liu)

老人服務機構 ； 內部行銷 ； 工作滿意 ； 工作投入 ； 組織承諾 ； 工作績效 ； Study ； elderly care institutions in Taiwan ； internal marketing ； organizational commitment ； job involvement ； job satisfaction ； work performance

行銷評論

9卷3期（2012 / 09 / 01）

277 - 301

繁體中文

由於平均壽命的延長、人口結構的改變，當代社會無論國內外已面臨「高齡化」、「少子化」的社會現象。台灣老年人口比率逐年上升，老人服務機構的數量逐年增加，老人服務機構應重視員工對於工作的感受。本研究旨在探討使用內部行銷之老人服務機構之內部行銷對員工的工作態度、行為及績效的影響，尤以老人服務事業如此以「人」為主的機構，經營者更加要注意在組織中，內部行銷對員工工作滿意及工作績效的重要性。因為內部員工的需求被滿足後，才會有動機為顧客提供滿意的服務。本研究利用問卷調查法，發放共發放問卷300份，有效回收樣本總計241份，有效回收率達80%。樣本回收後以結構方程模式進行驗證研究假設實證結果為：（1）內部行銷會正向顯著影響組織承諾、工作滿意、及工作投入；（2）工作滿意、工作投入會正向顯著影響工作績效。

As life expectancy increases, the population structure changes. The contemporary society is faced with the ”aging” as well as ”low birth rate” social phenomenon. Taiwan, without exception, has confronted the aging challenge and witnessed the escalating demand for elderly care institutions. Therefore, the morale of employees has drawn intensive attention.This research attempts to explore the relationships among internal marketing, organizational commitment, job involvement, job satisfaction, and work performance of employees in the elderly care institutions in Taiwan.The sample of this survey included 300 subjects with 241 valid responses, making a response rate of 80%. Structural equation model (SEM) was adopted to analyze the sample. According to the analytical results, this study reveals the following findings:1. Organizational commitment, job involvement and job satisfaction are positively affected by internal marketing.2. Work performance is positively affected by job involvement, job satisfaction and internal marketing.

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