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 ** 1. 2. 3. 4. 5. 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
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 9.2 21.5 2,417 43 11,205,796 3,996,672 35.67 Gummesson 1992 80
. 2.1 Gronroos(1981) 2000 Gronroos 1981 Berry1981 1997 Johnson & Seymour 1985 Geogre & Gronroos1991 Gummesson1992 (part-time marketer) Berry & Parasuramen1991 Joseph 1996 81
Joseph1996 2.2 Hoppock1935 Vroom1964 Smith, Kendall, & Hulin 1969 Porter & Lawer1973 2.3 Kanter(1968) (energy) (loyalty) (willingness) (self-expressive)porter,steers, Mowday, & Boulian(1974) 1. 2. 3. Porter 1974 2.4 Saxe & Weitz1982 Dunlap, Dotson & Chambers1988Saxe & Weitz1982 Narver & Slater1990Ganesan1994 82
3.1 1 3.2 1 Berry1984 1997 Tansuhaj, Randall, & McCullough1991 2001 H1 Collins(1991) Kohli & Jaworski1990 1998 1998 2002 H2 83
Porter (1974) Mowday et al.1982 Frank & Tetrick1989 2002 H3 Mowday, Porter, & Steers1982 Kelley1992 H4 Johnson & Seymour1985 Cahill1995 Gronroos1994 Richardson & Robinson1986 O Hara, et al. 1991 H5 Hoffman & 84
Ingram1991O Hara, et al.1991 Mowday et al.1982 Hoffman & Ingram1992 H6 3.3 Conduit & Mavondo 2001 Conduit & Mavondo2001 Porter1974 2000 Porter et al.1979ocq OCI 2001 Spector1985 JSS Saxe & Weitz1982 85
2001 Saxe & Weitz1982 SOCOSelling Orientation-Customer Orientation (structural equation modelingsem) LISREL 8.52 4.1 Likert 55 265 300 462 199 263 1 48.5 51.5 199 SPSS 8.0 211 410 2 1 320 340 265 300 215 281 199 263 75.09% 87.7% 86
2 N=410 130 31.7 166 40.5 278 67.8 27 6.6 2 0.5 207 50.5 20 19 4.6 7 1.7 20 ()-25 119 29 3 0.7 25 ()-30 106 25.9 66 16.1 30 ()-35 83 20.2 ()- 90 22.0 35 ()-40 33 8.0 ()- 93 22.7 40 () 50 12.2 ()- 56 13.7 54 13.2 ()- 44 10.7 261 63.7 () 58 14.1 67 16.3 3 0.7 9 2.2 181 44.1 2 5 ()-195 47.6 10 2.4 ()-20 4.9 366 89.3 ()-8 2.0 37 9.0 ()-0 0.0 7 1.7 ()-1 0.2 5 1.2 4.2 Factor Analysis (Varimax) 1 0.5 3 (Reliability Analysis) 4 Cronbach s 0.73 0.94 0.7 Guielford(1965) Cronbach s 0.7 4.3 LISREL8.52 (maximum likelihood, ML) LISREL 2 5 87
3 5.934 28.26% 4.108 47.82% 2.258 59.86% 7.324 29.30% 5.255 50.32% 3.157 62.95% 4 Cronbach s Cronbach s (x1) 0.9264 (x2) 0.8570 0.9464 (x3) 0.8503 (y1) 0.9453 (y2) 0.9121 0.9569 (y3) 0.7891 (y4) 0.7545 0.7545 (y5) 0.7349 0.7349 2 LISREL 5 88
Bagozzi & Yi, (1988) preliminary fit criteria overall model fit of internal structure of model 1. 6 0.47~0.93 0.057 6???????? ª???????? ª 7?²?² 89
3 9 21 0.83 H1 11 0.50 H2 12 0.26 H3 31 0.40 H4 9 1131 211231 2132 1998 1999 2002 1231 2002 8 ª 10 90 ª
* P0.05**P0.01ª 3 9 10 (DE) 91 (IE) (TE) 0.83 -- 0.83 0.49 0.22 0.71-0.02 0.27 0.25-0.02 0.10 0.08 0.26 -- 0.26 0.38 -- 0.38 4.4 0.05 11
11 -F * P0.05**P0.01 11 Scheffee 1. 30 30 2. 3. 4 92
5. 1. 35 40 20 25 2. 3. 93
5.1 H1 ES CS H2 H1 H3 H3 H4 94
H5 H6 5.2 5.3 Robbins1993 Guba1958Thomas 1978 95
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