Behavior -A Case of Life Insurance Industry

碩士論文[[abstract]]在服務行銷逐漸受到重視的時代，服務人員表現的優異與否，對於顧客滿意、行銷成效，乃至於企業興衰具有關鍵性之影響。面對競爭激烈的市場環境，企業著重顧客關係管理之餘，企業內部提供的管理因素亦是決定競爭力的重要因子，此經營理念與Gronroos在1981年所提內部行銷的觀念不謀而合。因此本研究欲探討在仰賴員工與顧客互動的壽險業中，員工對於組織推行內部行銷的知覺程度高低對於其滿意度的影響以及其服務行為的關聯性。 本研究利用問卷調查的方式收集資料。主要分析方法為變異數分析(ANOVA)以及線性結構關係模式(LISREL)分析。分析結果發現，個人薪資收入對於工作滿足與服務導向組織公民行為有顯著影響；而對於已婚者、較年長者、服務時間較久與職位較高之員工，其較有意願表現高度的服務導向組織公民行為。經由LISREL分析變數間因果關係也發現，三者之間具有顯著因果關係，且工作滿足對於內部行銷知覺與服務導向組織公民行為間存在顯著的中介效果，而整體研究架構的分析結果也顯現此理論模式是適宜的。[[abstract]]At the service marketing gradually be paid attention of age, the performance of service employees have key influence on customer satisfaction, marketing outcomes even on the success of enterprise. In the face of the market environment with keen competition, after enterprises focus on customer's relation management, the management factor offered inside enterprises is also the important factor of determining the competitiveness. This idea of management is same to the concept of internal marketing that brought up by Gronroos in 1981.This research wants to probe into the insurance industry which depends on the high interaction between the staff and customers, research the relationship among the staff’s degree level of internal marketing, self job satisfaction and behavior. The study used questionnaire survey to collect data. The methods of analysis are analysis of variables (ANOVA) and linear structure relation (LISREL). From the results of our analysis, different personal incomes exhibit a remarkable difference in job satisfaction and service-oriented organizational citizenship behavior. Otherwise, the married, elder and seniority are willing to show service-oriented organizational citizenship behavior highly. After analyzing causal relationships within variables, these three factors show remarkable cause and effect relationships. Job satisfaction has the significant moderator effect between perception of internal marketing and service-oriented organizational citizenship behavior.The overall research structure also shows that structure which we conducted is suitable