The Research of Internal Marketing in the Service Industry：A Case Study of Public Relations Agency in Taiwan
| Autor: | Hui-chia Cheng, 鄭惠嘉 |
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| Rok vydání: | 2004 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 92 Under highly global competitive circumstances, following with the more importance of Service marketing, the concepts of marketing changed revolutionarily and rapidly; and more and more enterprises put emphasize on the new concept of internal marketing. It means successful company should not only focus on consumers and employees at the same time, but consider their employees as internal consumers. Only by doing so, it could motivate employees’ consumer consciousness, higher organization commitment and the higher service quality. Therefore, the highly qualified employee has become one of the key points for company to success, and the precious asset to keep its competitive advantage and superior. Through the framework of internal marketing theory, qualitative and quantitative methods are adopted in this research. The research aims to examine the essence of internal marketing and its influence in organization commitment. Probing the internal marketing management activities in case company by in-depth interview, also analyzing the relationship between internal marketing and organization commitment by the questionnaire survey. The questionnaire results indicate that the loyal level of organization commitment of employees mainly depends on employees’ cognition and satisfied level. In other words, enterprise’s internal marketing plan will affect its employees’ consciousness and satisfaction and level of commitment to the organization. Therefore, mangers could create a better environment and get staff’s higher organization commitment as long as they could make a perfect internal marketing plan. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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