THE STUDY ON INTERNAL MARKETING OF KAOHSIUNG MARITIME CAPITAL' IMAGE
| Autor: | Su-chen Chen, 陳樞城 |
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| Rok vydání: | 2006 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 94 From the perspectives of internal marketing, this study discussed the understanding of Kaohsiung residents regarding the importance and satisfaction of the maritime capital image elements. The study also interviewed residents regarding their personal backgrounds to learn whether one''s uniqueness influenced one''s understanding of maritime capital image, and whether that understanding influenced one''s organizational commitment. A structured questionnaire was designed to collect the empirical data from Kaohsiung residents. By means of convenience sampling, a total number of 388 valid samples was obtained. The data was analyzed by using descriptive analysis, t-test, one-way ANOVA, factor analysis, reliability analysis, multiple regression and importance-performance analysis (IPA). The results are: 1. Kaohsiung residents valued the elements of "Transportation, Public Services" the most. 2. With the exception of "City Landmark" element, residents rated maritime capital image elements as unsatisfactory. There was a great disparity between the recognition of importance and satisfaction. 3. The recognition of importance was proved to show significant differences among all the different residents'' personal backgrounds. The recognition of satisfaction was proved to show non-significant differences on the backgrounds of gender and residence and the recognition of organizational commitment on age. 4. Kaohsiung residents, in general, held high level of importance but low level of satisfaction on the image elements.Nevertheless, the residents held a high level of organizational commitment. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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