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

Abstract

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.

現今的企業紛紛重視到「人，是公司最重要的資產」，傳統以財務與實質資產為公司基礎的方式逐漸式微，取而代之的是核心競爭力、關係、知識與專業工作者為主要資產的結構方式。故企業必須改變過去評估企業價值的角度，以企業知識的傳承與無形資產的掌握為致勝關鍵。 本研究從內部行銷機制與智慧資本的觀點切入，以關係特徵為干擾變項，探討對企業績效的影響。在內部行銷機制方面，以溝通網絡、授權賦能、團結合作、組織文化這四個構面為主，為企業規劃、設計並提供給內部員工的行銷機制，目的就在於發掘和蓄積企業的人力資本和關係資本。對企業來說，在人力資本方面，應積極蓄積和發展員工專業的技能、經驗和知識管理的模式，同時全面分享和滲透價值鏈，以創造更多企業價值。在關係資本方面，於外部關係必須建立良好的服務與形象，爭取顧客的忠誠與支持，以提高商譽、銷售量及再購率；於內部關係，關鍵在內部員工的滿意度、建立良好人際關係、與公司主管的互動、獲取支持以及減少高流動率，人才短缺的問題。在關係特徵方面，以信任和社會結合力來探討當這這二個因素存在時，是否會干擾內部行銷機制與智慧資本之關係。 在實證上透過本研究模型的相關分析和路徑分析發現，內部行銷的四個機制皆正向顯著影響人力資本和關係資本，人力資本正向顯著影響關係資本，雖人力資本並不直接影響企業績效，然關係資本正向顯著影響企業績效。在干擾效果方面，發現信任對於內部行銷機制與知識技能的創造和運用具有正面干擾效果，其餘的干擾作用則不顯著。 關鍵詞：內部行銷、人力資本、關係資本、關係特徵