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1 7 9 ~ 9 9 Tourism Management Research Vol. 2 No. 2 December 2002 pp. 79 ~ 99 A Study on the Relationship among Internal Marketing, Job Satisfaction, Organizational Commitment, and Customer Orientation- A Case of Theme Park in Taiwan Shen-Ching Cheng * Yen-Rung Chang ** ABSTRACT The study focuses on the internal marketing of theme park in Taiwan. The purpose is to explore the essences of internal marketing and its influence on job satisfaction, organizational commitment and customer

2 orientation. An empirical research is undertaken for the Janfusun Fancyworld and Formosan Aboriginal Culture Village. According to the factor analysis, we found that the main three dimensions of internal marketing are Internal Communication and Welfare, Employees Care and Self-Actualization. Meanwhile, the main influential factors of employee organizational commitment are Retention commitment, Value commitment and Effort commitment. By using LISREL 8.52 software to resolve the structural equation model among internal marketingjob satisfactionorganizational commitment and customer orientation, we found the results as follows. (1) Internal marketing has positive effect on employee organizational commitment. (2) Internal marketing has positive effect on job satisfaction. (3) Employee s job satisfaction inflects their organizational commitment positively. (4) Organizational commitment of employee has positive effect on the service behavior in customers orientation. (5) The effects of the internal marketing and job satisfactions on customers orientation are not clear yet. It shows that internal marketing and job satisfactions could affect customers orientation service via organizational commitment. Keywords Internal Marketing, Organizational Commitment, Job Satisfaction, Customer Orientation , ,205,796 3,996, Gummesson

3 . 2.1 Gronroos(1981) 2000 Gronroos 1981 Berry Johnson & Seymour 1985 Geogre & Gronroos1991 Gummesson1992 (part-time marketer) Berry & Parasuramen1991 Joseph

4 Joseph Hoppock1935 Vroom1964 Smith, Kendall, & Hulin 1969 Porter & Lawer Kanter(1968) (energy) (loyalty) (willingness) (self-expressive)porter,steers, Mowday, & Boulian(1974) Porter Saxe & Weitz1982 Dunlap, Dotson & Chambers1988Saxe & Weitz1982 Narver & Slater1990Ganesan

5 Berry Tansuhaj, Randall, & McCullough H1 Collins(1991) Kohli & Jaworski H2 83

6 Porter (1974) Mowday et al.1982 Frank & Tetrick H3 Mowday, Porter, & Steers1982 Kelley1992 H4 Johnson & Seymour1985 Cahill1995 Gronroos1994 Richardson & Robinson1986 O Hara, et al H5 Hoffman & 84

7 Ingram1991O Hara, et al.1991 Mowday et al.1982 Hoffman & Ingram1992 H6 3.3 Conduit & Mavondo 2001 Conduit & Mavondo2001 Porter Porter et al.1979ocq OCI 2001 Spector1985 JSS Saxe & Weitz

8 2001 Saxe & Weitz1982 SOCOSelling Orientation-Customer Orientation (structural equation modelingsem) LISREL Likert SPSS % 87.7% 86

9 2 N= () () () () () () () () () () () () () () () Factor Analysis (Varimax) (Reliability Analysis) 4 Cronbach s Guielford(1965) Cronbach s LISREL8.52 (maximum likelihood, ML) LISREL

10 % % % % % % 4 Cronbach s Cronbach s (x1) (x2) (x3) (y1) (y2) (y3) (y4) (y5) LISREL 5 88

11 Bagozzi & Yi, (1988) preliminary fit criteria overall model fit of internal structure of model ~ ???????? ª???????? ª 7?²?² 89

12 H H H H ª ª

13 * P0.05**P0.01ª (DE) 91 (IE) (TE)

14 11 -F * P0.05**P Scheffee

16 5.1 H1 ES CS H2 H1 H3 H3 H4 94

17 H5 H Robbins1993 Guba1958Thomas

18 S (3) Berry, Leonard L. A. Parasuraman, Marketing Services: Competing Through Quality, New York. The Free Press, Berry, L. L., The employee as Customer, Journal of Retail. Banking,3, 1981, pp Berry, Leonard L., Services Marketing is Different. In Lovelock, Christopher. H. (ed.), Service Marketing,Englewood Cliffs, N.J. : Prentice Hall, Bagozzi, Richard P. Youjae Yi, On the Evaluation of Structural Equation Models, Journal of the Academy of Marketing Science,16(1), 1988, pp Cahill, Dennis J., The Managerial Impllication of The Learning Organization: A New Tool For Internal Marketing, Journal of Services Marketing,9(4), 1995, 96

19 pp Conduit, Jodie & Felix T. Mavondo, How critical is internal customer orientation to market orientation, Journal of Business Research, 51, 2001 pp Collins, B. & Payne A., Internal Marketing: A New Perspective for HRM, European Management Journal, 9(3), 1991, pp Dunlap, B. J., Michal Doston, & Terry M. Chambers, Perceptions of Real Estate Brokers and Buyers: A sales Orientation, Customer Orientation Approach, Journal of Business Research, 17, 1988, pp Farkas, A. & L. E. Tetrick, A Three-Wave Longitudinal Analysis of the Causal Ordering of Satisfaction and Commitment on Turnover Decision, Journal of Applied Psychology, 74, 1989, pp Ganesan, S., Determinants of Long-Term Orientation in Buyer-Seller Relationships, Journal of Marketing, 58(2), 1994, pp George, W. R & C. Gronroos, Developing Customer-Conscious Employees at Every Level-Internal Marketing, In Handbooks of Services Marketing, Carole A. Congram & Margaret L. Friedman (eds.), AMACOM, New York, Gronroos, C., Internal Marketing-An Integral Past of Marketing Theory. In Donnelly, J. H. and George, W. E. (Eds), Marketing of Service, American Association Proceedings Service, 1981, pp Gronroos, C., From Marketing Mix to Relationship Marketing: Toward a Paradigm Shift in Marketing, Asia-Australia Marketing Journal, 2(1), 1994, pp Guielford, J. P., Fundamental statistics in psychology and education (4 th ed.).new York: Mcgraw. Hill Inc, Guba, E. G., Morale and satisfactiona study in past-future time perspective, Administrative Science Quarterly,3(2), 1958, pp Gummesson, E., Using Internal Marketing to Develop a New Culture The Case of Ericsson Quality, Journal of Business and Industrial Marketing, 2(3), 1992, pp Hoffman, K. D. & T. N. Ingram, Creating Customer- Oriented Employees: The Case in Home Health Care, Journal of Health Care Marketing,11, 1991, pp Hoffman, K. D. & T. N. Ingram, Service Provider Job Satisfaction and Customer- Oriented Performance, The Journal of Service Marketing, 6(2), 1992, pp Hoppock, R.,, Job Satisfaction, New York: Harper & Row Inc, Johnson, E. M. & D. T. Seymour, The Impact of Cross Selling on the Selling on the Service Encounter in Retail Banking. In John A. Czepiel & Carol E. Suprenant(Eds.), 97

20 The Service Encounter: Managing Employee/Customer Interaction in Service Business (pp ). Lexington, MA: Lexington Books, Joseph, W. B., Internal Marketing Builds Service QualityMarketing Review, 16(1), 1996, pp Kanter, M., Commitment and Social Organization: A Study of Commitment Mechanisms in Auatopian Communities, American Sociological Review, 33, 1968, pp Kelley, S. W., Developing Customer Orientation Among Service Employees, Journal of the Academy of Marketing Science, 20(1), 1992, pp Kohli, A. L., and B. J. Jaworski,, Market Orientation: The Construct, Research Propositions, and Management Implications, Journal of Marketing, 54, 1990, pp Mowday, Richard T., Lyman W. Porter, & Richard M. Steers., Employee-Organization Linkage The Psychology of Commitment Absenteeism and Turnover (pp.20-56). New York: Academic Press, Narver, J. C. & Slater, S. F., The Effect of a Market Orientation on Business Profitability, Journal of Marketing, 54, 1990, pp O Hara, Bradley S., James S. Boles, & Mark W. Johnston, The Influence of Personal Variables on Salesperson Selling Orientation, Journal of Personal Selling and Sales Management, 11(1), 1991, pp Porter, & Lawler, R. E., Organizational, Work, and Personal Factors in Employee Turnover and Absenteeism, Psychological Bulletin, 80, 1973, pp Porter, L. W., Steers, R. M., Mowday, R. T.& Boulian, P. V., Organizational Commitment, Job-Satisfaction, and Turnover among Psychiatric Technicians, Journal of Applied Psychology, 59, 1974, pp Richardson, B. A. & C. G. Robinson, The Impact of Internal Marketing on Customer Service in a Retail Bank, The International Journal of Bank Marketing, 9, 1986, pp Robbins, S. P., Organizational Behavior, NJ: Prentice-Hall Inc., 1993, pp Saxe, R. & B. A, Weitz, The SOCO Scale: A Measure of the Customer Orientation of Salespeople, Journal of Marketing Research,19, 1982, pp Smith, P. C., L. M. Kendall, C. L. Hulin, The Measurement of Satisfaction in Work and Retirement, Chicago: Rand McNally, Spector, P. E., Measurement of Human Service Staff Satisfaction: Development of the Job Satisfaction Survey, American Journal of Community Psychology,13(6), 1985, pp

21 47. Tansuhaj, Patriya, Donna Randall, & Jim McCullough, Applying the Internal Marketing Concept within Large Organizations : As Applied to a Credit Union, The Journal of Professional Services Marketing, 6(2), 1991, pp Thomas, D. R. E., Strategy is Different in Service Industries, Harvard Business Review, Jul-Aug.160, Vroom, V. H., Work and Motivation,New York: Johy Wiley and Sons,

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [

2. 文獻探討 2.1 大眾運輸之特性大眾運輸有兩項營運目的 : 第一是減少使用私人運輸工具, 以抒解交通壅塞的現象 ; 第二是藉此達到所得重分配的效果 [2] 根據 Lovelock [ 應用 IPA 模式檢視國光客運乘客之服務品質需求潘婉茹 1 吳信宏 2 謝俊逸 3 1 國立彰化師範大學行銷與流通管理研究所碩士班學生 2 國立彰化師範大學行銷與流通管理研究所教授 3 亞洲大學資訊科學與應用學系助理教授論文之連絡