內部行銷與智慧資本關聯性之研究-以組織承諾與人格特質為干擾變數

Abstract

愈來愈多公司體認到內部行銷的重要性，且認為內部行銷是外部行銷成功的先決條件。不管公司行銷實體或服務的產品，執行內部及外部行銷均變得很重要，其可成功的與顧客建立長期且獲利的關係。此外，在知識經濟時代，智慧資本在創新、生產力、競爭優勢及績效方面變得愈來愈重要，因此管理智慧資本已經變成企業管理的核心，企業必須重視其無形的資產。 智慧資本是組織無形的競爭潛力，雖不易發展與累積，但企業可透過滿足員工的需求，進而由員工來創造服務顧客的能力及滿足顧客的需求，此即意謂著內部行銷機制的建立有助於提升人力資本及關係資本。本研究將內部行銷機制分為溝通網絡、授權賦能、激勵及訓練四個變項，探討當組織投資在創造有利的內部環境是否有助於累積員工的知識、技能(人力資本)及與外部顧客之關係(關係資本)。此外，員工的組織承諾及人格特質會影響其工作行為及對同一事件所產生的效果可能迥然不同。因此，本研究從員工的角度切入，亦擬探討員工組織承諾與人格特質對內部行銷機制與智慧資本關係之干擾作用。 本研究以金融業及服務業之第一線員工為研究對象，實證發現內部行銷機制均顯著影響智慧資本及組織承諾且員工組織承諾之干擾作用顯著，人格特質之干擾作用部份顯著。最後，本研究根據實證結果，提出管理意涵與後續研究之建議。

More and more companies had recognized the importance of the internal marketing and think of internal marketing as the prerequisite of marketing in recent years. They also think of internal marketing as the prerequisite of the marketing. Because successful internal and external marketing can construct long term and profitable relationship with customers, no matter what kind of product they provide, products or services, execution of internal and external marketing become very important. Besides, in the age of knowledge economic, intelligence capital play a important role in creativity, production, competitive advantage, and performance. As a result, management of the intelligence capital has become the core topic of the business management. Intelligence capital is the invisible competitive potential of the organization. Although it is difficult to develop and accumulate, business can enhance the human capital and the relationship capital through satisfying employee's needs, which imply the establishment of internal marketing mechanism enhances the human capital and relationship capital. Internal marketing mechanism include communication network, empowerment, motivation, and training, and explore if it is useful for organization invest in creating internal environment to help the accumulation of the knowledge, skill, and relationship capital for each employees. Moreover, employee's behavior and the reaction maybe totally different because of organization commitment and personality trait. As a result, this paper also investigate the moderate effect of organization commitment and personality trait in internal marketing mechanism and intelligence capital. This paper choose first line employees of banking industry and service industry as our study sample. Empirical result shows internal marketing mechanism significantly influence intelligence capital and employee's organization commitment. The moderate effect of employee's organization commitment and personality trait in the internal marketing mechanism-intelligence capital are also significant and partially significant, respectively. This paper will propose management implication and conclude in the final section.