内部营销及顾客满意关系实证探究.docVIP

内部营销及顾客满意关系实证探究[摘 要]为了确定内部营销、员工满意、服务质量和顾客满意之间的因果关系，本文在文献研究的基础上构建了内部营销 — 员工满意 — 服务质量 — 顾客满意关系模型，并以35家商业银行的员工和顾客为实证样本，采用因子分析、回归分析检验了模型的假设关系。 [关键词]内部营销 员工满意 服务质量 顾客满意 Abstract：In order to confirm the correlation among internal marketing，employee satisfaction，service quality and customer satisfaction，this paper built up a model of internal marketing， employee satisfaction， service quality and customer satisfaction through literature review.To test hypotheses of the model， data were collected from 35 commercial banks employees and customers in China，and Factorial analysis and Regression analysis were also used. Key words：internal marketing；employee satisfaction；service quality；customer satisfaction. Introduction Internal Marketing is a way through which excellent employees can be attracted， developed and motivated by batch production. Staff satisfaction is the core concept of internal marketing. By using similar marketing method， internal marketing can motivate and train employees to establish the sense of customer and market orientation， and can ensure high qualified service be transmitted from employees to customers. In this case， customer satisfaction can be obtained. New research has been proved that marketing concepts and activities within the enterprise may improve staff satisfaction. This article constructs the internal marketing—staff satisfaction—service quality—customer satisfaction relational model， using sample of staff and customers of 35 commercial banks in China， exploring the causal relationship between the four variables by factor analysis and regression analysis. 一、Theoretical model and research supposition We attempt to establish following theoretical model and proposes the corresponding supposition. （as picture 1）： H1：Internal marketing has direct positive impact on the degree of staff satisfaction H2：Internal marketing has direct positive impact on the grade of service H3：Internal marketing has direct positive impact on the degree