Title page for etd-0127107-225548


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URN etd-0127107-225548
Author Chun-Yu Chen
Author's Email Address No Public.
Statistics This thesis had been viewed 5340 times. Download 933 times.
Department Business Management
Year 2006
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The relationship between internal marketing and customer-orientation---A study of Taiwan nurses
Date of Defense 2006-05-26
Page Count 117
Keyword
  • internal marketing
  • organization commitment
  • job satisfaction
  • behavior control
  • customer-oriented behavior
  • customer-oriented attitude
  • Abstract This research takes the hospital as an example to explore the relationship between internal marketing and customer-orientation. There are three purposes of this research: First, exploring the relationships among internal marketing, job satisfaction, organization commitment, and customer-orientation; second, exploring the relationship between customer-oriented attitude and customer-oriented behavior, and third, testing if the behavior control can moderate the relationship between customer-oriented attitude and customer-oriented behavior.
      In order to understand if the control mechanism varies with the levels of hospital in Taiwan, convenience sampling is conducted in three different hospital levels, medical center, regional hospital, and district hospital. In addition, in order to increase the variety of samples, Web-questionnaire was used. Finally, a total of 278 valid questionnaires have been collected. When talking to the data analysis, Factor analysis, Reliability analysis, Correlation Analysis, Structured Equation Model (SEM), and Moderated Regression Analysis are used as analysis methods. The results are as following:
    1. Internal marketing has an impact on customer-oriented attitude through job satisfaction and organization commitment.
    2. Affective commitment influences normative commitment positively.
    3. Normative commitment influences continuance commitment positively.
    4. Three kinds of commitment influence customer-oriented attitude positively.
    5. Customer-oriented attitude has a positive impact on customer-oriented behavior.
    6. Activity control and Capability control can moderate the relationship between Customer-oriented attitude and customer-oriented behavior.
    Advisory Committee
  • Fuh-Yeong Guan - chair
  • Linda F. L. Fu - co-chair
  • Jacob Y.H. Jou - advisor
  • Files
  • etd-0127107-225548.pdf
  • indicate accessible in a year
    Date of Submission 2007-01-27

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