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首页> 外文学位 >Linking internal marketing to employee perception of customer satisfaction: Evidence from a non-profit organization.
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Linking internal marketing to employee perception of customer satisfaction: Evidence from a non-profit organization.

机译：将内部市场营销与员工对客户满意度的看法相关联：来自非营利组织的证据。

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摘要

A central focus within consumer behavior has been the study of customer satisfaction. With a constantly changing economy, customer satisfaction has been accepted as the backbone of business sustainability and remains one of the most studied constructs in marketing. Despite its importance, researchers have demonstrated that the current study of customer satisfaction possesses a major flaw because of its failure to observe multiple dimensions of the service encounter. Till date, the study of satisfaction has been predominately captured from the customer's point of view, without considering the service provider's (employee) viewpoints. To ignore an employee's view of customer satisfaction is to disregard the major role employee's play as firsthand facilitators in a service encounter. Thus, little remains known about employee perceptions of customer satisfaction and what variables affect it?;It is evident and without question that customer satisfaction is attained through the combined efforts of human and organizational performances. Yet only a hand full of studies has attempted to investigate how organizational behaviors and employee attitudes affect customer satisfaction using employees as proxies. The primary purpose of this research study is to advance the organizational behavior and consumer behavior field by examining the direct and indirect relationship between internal marketing, organizational identification, employee-customer identification, job satisfaction on employee perceptions of customer satisfaction.;Data for this research study was collected from employees working at a major Mid-Western University Cooperative Extension Service. Of the eight hypotheses proposed, seven were supported with adequate model fit. A reduced model of the significant pathways was further tested to validate the extended model and re-confirm the results found.;The research study discloses striking results. The findings reveal that internal marketing positively affects employee job satisfaction, employee-company identification, and employee-customer identification. The findings further indicate the importance of building deep-lying bonds between employees and customers, and employees and organization as a means of enhancing customer satisfaction and employee satisfaction, respectively. In line with recent research findings, the results illustrate that customer satisfaction is motivated by employee's level of identification with their customers. In other words, greater employee attachment to their customers leads to greater customer satisfaction.
机译：消费者行为的中心关注点是客户满意度的研究。随着经济的不断变化，客户满意度已被视为业务可持续性的支柱，并且仍然是市场研究最深入的架构之一。尽管它很重要，但是研究人员已经证明，当前的客户满意度研究存在一个重大缺陷，因为它未能观察到服务遇到的多个维度。迄今为止，主要是从客户的角度进行满意度研究，而没有考虑服务提供商（员工）的观点。忽略员工对客户满意度的看法就是无视员工在服务遭遇中作为第一手协助者的主要作用。因此，人们对员工对客户满意度的看法及其影响因素知之甚少；显而易见，毫无疑问，通过人力和组织绩效的共同努力，客户满意度得到了实现。然而，只有大量的研究试图用员工作为代理来调查组织行为和员工态度如何影响客户满意度。本研究的主要目的是通过检查内部营销，组织认同，员工-顾客认同，工作满意度对员工对顾客满意度的感知之间的直接和间接关系来推进组织行为和消费者行为领域。这项研究是从一家大型中西部大学合作推广服务部门的员工那里收集的。在提出的八种假设中，有七种得到了适当模型拟合的支持。进一步测试了重要途径的简化模型，以验证扩展模型并重新确认发现的结果。调查结果表明，内部市场营销对员工的工作满意度，员工对公司的识别以及对员工-客户的识别产生积极影响。调查结果进一步表明，在员工与客户之间以及员工与组织之间建立深厚的纽带关系分别作为提高客户满意度和员工满意度的一种手段的重要性。与最近的研究结果一致，结果表明，客户满意度是受员工对客户的认同程度所驱动。换句话说，员工对客户的依恋程度越高，客户满意度就越高。

著录项

  • 作者

    Anaza, Nwamaka Augustina.;

  • 作者单位

    Purdue University.;

  • 授予单位 Purdue University.;
  • 学科 Business Administration Marketing.;Psychology Behavioral.;Business Administration Management.;Psychology Industrial.
  • 学位 Ph.D.
  • 年度 2010
  • 页码 158 p.
  • 总页数 158
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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