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E89053
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內部行銷與經營績效之定性與定量研究
Internal Marketing and Organization Performance: Quantitative and Qualitative Analysis
1.王精文
1.Ching-wen Wang
1.靜宜大學企業管理學系
1.Department of Business Adiministration, Ming Chuan University
001,002,003,004
1.靜宜大學企業管理學系
1.Department of Business Adiministration, Ming Chuan University
002
1.行政院國家科學委員會
1.National Science Concil
A.14 計畫執行期間(起):1999-08-01
A.14 計畫執行期間(訖):2000-07-31
1999-12-012000-01-15
A.16 收到日期:2000-09-04
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證卷業與壽險業之分公司(營業單位)主管,壽險業部分由於缺乏現成母體成冊,因此以19家壽險公司為母體,證券業部分則以證券工會會員名錄為母體。

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證券業:75份 壽險業:237份


237
001
01
C.2 聯絡日期:2000-10-12
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1.靜宜大學企業管理學系
1.Department of Business Adiministration, Ming Chuan University
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C.7 資料公開日期:2002-08-01
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1.內部行銷
2.經營績效
3.顧客滿意
1.Customer Satisfaction
2.Internal Marketing
3.Organization Performance
本研究擬透過壽險業與證券業之營業單位主管的觀點,對內部行銷與經營績效相關性進行實證研究,主要目的在發展內部行銷量表及建構內部行銷因素模組。本研究可分為兩部份說明,第一部份為定性研究,透過文獻探討與實務界深度訪談,獲得內部行銷與經營績效的相關資料,並以內容分析建構內部行銷要素結構模型,進而推導相關命題。第二部份為量化研究,以台灣地區壽險公司與證券公司為研究母體,對營業單位最高主管(經理)進行問卷調查,以量化方式發展內部行銷量表與要素結構模型,驗證定性研究所推導之相關命題。

The purpose of this study is to find the relationships between internal marketing and organization performance in terms of quantitative and qualitative points of view. There are two stages in this research. In the first stage, deep interview method was applied to collect the 2 higher performance and 2 lower performance managers of Securities firms. The purpose in this stage is to investigate of the internal marketing components and to develop the test of internal marketing. At the second stage, questionnaires of the internal marketing are delivered to survey 827 managers from Securities firms and insurance companies in Taiwan. We are hypothesis that there was correlation between internal marketing and organization performance. Our findings will contribute to theoretical research and apply to organization for better understanding internal marketing.

D.16 完成檢誤日期:2003-02-06
D.17 預定釋出日期:2003-03-06
D.18 初次釋出日期:2003-03-20
D.19_1 最新版釋出日期:2003-03-20
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10.6141/TW-SRDA-E89053-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E89053
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