Research of Internal Marketing Activities, Empowerment, Job Satisfaction, and Organizational Service Climate impact on the Customer-orientated Behavior in a Bank
| Autor: | Te-Chung Wang, 王得權 |
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| Rok vydání: | 2005 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 93 It is hard for banks to always stay on advantage point and keep a level of excessive profit, because their products are too similar. And another reason is that the banking business is highly customer-oriented, so the quality of service will decide whether a bank will succeed in business. Customers’ first impression on a bank is usually based on the performance and enthusiasm of the service people on the first line in a bank; therefore, a bank should treat its employees as important inner customers. A bank can raise the level of satisfaction of inner workers to enhance the consensus of offering the best customer-oriented services, so eventually a bank can gain its competence by doing so. This research uses 10 domestic banks, analyzing the relationship among internal marketing activities, job satisfaction, empowerment, organizational service climate and customer-oriented behavior. We hope this research can provide banks pragmatic and useful suggestions for the internal marketing. The findings are as follow: 1. The greater the satisfaction of communication is, the higher the job satisfaction of workers will be. 2. Internal marketing activities have a positive impact on the organizational service climate. 3. Empowerment has a positive impact on the job satisfaction and the organizational service climate. 4. The organizational service climate has a positive impact on job satisfaction. 5. The relationship between the job satisfaction and customer-oriented activities was not verified. 6. The organizational service climate has a positive impact on customer orientated activities. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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