內部行銷、員工幸福感與服務導向組織公民行為關係之研究 － 以台灣南區觀光飯店為例

Abstract

Tourist hotel industry is a service industry. Service providers play a very important role to make customers feel the pleasant experience. It is critical that employees with the sense of happiness can approach this goal. Since the employees’ salary and welfare in tourist industry is not lucrative, the aim of research is to study the catalysis of internal marketing implementation on the employees’ well-being or happiness and thus influence their service-oriented organizational citizenship behavior. The survey questionnaires were used to investigate into tourist hotels in Southern Taiwan by purposive stratified sampling method. After telephone interviewing with tourist hotels’ managers, total of 280 questionnaires were sent out, and 173 replied were valid. SPSS were used to analyze data. The statistical methods included t-test, one-way ANOVA and multiple regression. This study obtained the following conclusions: (1) The implementation of internal marketing has a significant effect on perception of employee happiness. (2) The implementation of internal marketing has a significant effect on employees’ service-oriented organizational citizenship behavior. (3) The employees’ happiness has mediating effect on implementation of internal marketing to service-oriented organizational citizenship behavior. (4) Higher income employees have more perceptions of implementation of internal marketing. Unmarried women have more sense of happiness. Moreover, higher income and higher seniority employees have more service-oriented organizational citizenship behavior.