Huang Meiju, Chen Mei-Yen
Graduate Institute of Physical Education, National Taiwan Sport University.
Graduate Institute of Sport, Leisure & Hospitality Management, National Taiwan Normal University.
Psychol Rep. 2013 Aug;113(1):1192-210. doi: 10.2466/01.11.pr0.113x18z8.
Associations among internal marketing, customer orientation, and organizational commitment were examined, particularly with regard to the moderating effects of work status on the relationships between internal marketing and customer orientation or organizational commitment, in a cross-sectional design with structural equation modeling. Two studies (Ns = 119 and 251) were conducted among full- and part-time service employees at Taipei Sports Centers. Internal marketing was associated with organizational commitment and customer orientation. Customer orientation was associated with organizational commitment and partially mediated the relation between internal marketing and organizational commitment. Furthermore, work status significantly moderated the relationships between internal marketing and customer orientation but not between internal marketing and organizational commitment. Implications and directions for future research were discussed.
研究了内部营销、顾客导向与组织承诺之间的关联，特别是在一个采用结构方程模型的横断面设计中，考察了工作状态对内部营销与顾客导向或组织承诺之间关系的调节作用。对台北体育中心的全职和兼职服务员工进行了两项研究（样本量分别为119和251）。内部营销与组织承诺和顾客导向相关。顾客导向与组织承诺相关，并部分中介了内部营销与组织承诺之间的关系。此外，工作状态显著调节了内部营销与顾客导向之间的关系，但未调节内部营销与组织承诺之间的关系。讨论了研究的意义和未来研究的方向。
