組織文化與內部行銷對顧客導向的影響之研究—以台中捐血中心為例

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Title:	組織文化與內部行銷對顧客導向的影響之研究—以台中捐血中心為例
Other Titles:	A STUDY OF THE INFLUENCE OF ORGANIZATIONAL CULTURE AND INTERNAL MARKETING ON CUSTOMER ORIENTATION--A CASE STUDY OF TAICHUNG BLOOD CENTER
Authors:	李嘉銘 Lee, Chia-ming
Contributors:	企業管理系管理科學碩博士班莊鎧溫 Kai-wayne Chuang
Keywords:	顧客導向;內部行銷;組織文化 Organization Culture;Internal Marketing;Customer Orientation
Date:	2011
Issue Date:	2015-01-20 14:13:13 (UTC+8)
Abstract:	隨著消費型態的改變，企業愈來愈重視顧客滿意，而企業內的員工對吸引、建立與維持顧客關係扮演中心角色。　　　本研究依據研究機動及研究目的，透過文獻整理與探討，建立本研究之架構及提出研究假設。針對台中捐血中心員工，藉由問卷的調查和統計分析來探討組織文化、內部行銷及顧客導向之關係。經由分析結果，歸納出四項重要研究結論。　　　本研究建議捐血中心落實內部行銷加强員工組織文化，進而提升員工顧客導向的服務意識，以提供捐血中心從業人員素質上的「選、訓、用、留」之參考。　　As the consumptive pattern has been changing, enterprises pay more and more attention to customer satisfaction. Because employees function as the center in attracting.　　　This study is based on research on the motivation and purpose. Through literature and discussion, establish the structure and make assumptions of the study. Through questionnaire survey of Blood center staff in Taichung and statistical analysis to discuss the Organization Culture , Internal Marketing , Customer Orientation relations. Through statistical analysis, summarized the following four important research findings.　　　Based on the preceding conclusions, the paper suggests Blood Center duly conduct internal marketing to enhance employee organization culture and further increase service consciousness of employees in customer orientation. This will serve as reference of Blood Center in selecting, educating, employing and keeping employees at Blood Center .
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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