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標題: 內部行銷機制、智慧資本對企業經營績效之影響--以關係特徵為干擾變項
The Effect of Internal Marketing Mechanism and Intellectual Capital on Business Performance--Relationship Characteristic as a Moderator
作者: 翁筱薇
Weng, Hsiao Wei
關鍵字: Internal Marketing;內部行銷;Human Capital;Relationship Capital;Relationship Characteristic;人力資本;關係資本;關係特徵
出版社: 企業管理學系研究所
In the present, numerous companies recognize that “people are the greatest asset of the company.” The traditional theory to regard financial and physical asset as the basis of corporation has declined gradually, and the core competence, relationship, knowledge and specialized workers have taken it over. For this reason, the companies have to change the way that they assessed enterprise value in the past. The inheritance of organizational knowledge and the master of intangible asset are the key factors to success.
This study examines the relationship between internal marketing mechanisms, intellectual capital, and the business performance. Moreover, relationship characteristics are taken as the moderating variables in this research. Internal marketing mechanisms have four main dimensions, including the communication network, empowerment, teamwork, and corporation culture. These are marketing mechanisms that a company plans, designs and provides for internal customers─employees. They aim to find and accumulate human capital and relationship capital of a corporation. With regard to human capital, companies should accumulate and develop expertise skills, experience of employee, and knowledge management mode, while in the meantime, share them comprehensively and penetrate the whole value chain to create more business value. In the case of relationship capital, for external relationship, companies must establish good service as well as image, and strive for their customers' loyalty and support to enhance their sales, the repurchase rate, and goodwill; for internal relationship, they should focus on the satisfaction of the internal employee, the interaction with people, catching support of supervisor, reducing high turnover rate and the talent shortage problem. In respect of relationship characteristics, including trust and social bonding, I investigate how they moderate the relationship between internal marketing mechanisms and intellectual capital when the two factors exist.
The result shows that the four mechanisms of internal marketing all have significantly positive effect on human capital and relationship capital. And human capital has significantly positive effect on relationship capital. Although human capital does not have direct effect on business performance, relationship capital has significantly positive effect on business performance. The effect of moderating variables is partly supported, and the moderating effect will vary with or without the existence of trust and social bonding.
Key words: Internal marketing, Human capital, Relationship
capital, Relationship characteristic.

Appears in Collections:企業管理學系所

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