查詢結果分析
來源資料
頁籤選單縮合
題 名 | 內部行銷對工作滿足與顧客導向關係之研究--以東森電話行銷部門為例=Relationship between Internal Marketing with Job Satisfaction, and Customer Orientation--Empirical Analysis of the Telemarketing Department of Eastern Home Shopping Network |
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作 者 | 李銓; 李家瑋; | 書刊名 | 傳播管理學刊 |
卷 期 | 5:2 2004.06[民93.06] |
頁 次 | 頁32-45 |
分類號 | 494.3 |
關鍵詞 | 內部行銷; 工作滿足; 顧客導向; Internal marketing; Job satisfaction; Customer orientation; |
語 文 | 中文(Chinese) |
中文摘要 | 購物頻道在美國是炙手可熱的致富頻道之一;在中國大陸也正蓬勃發展,蔚然成為深具潛力的市場;在臺灣,隨著各系統逐年增闢「購物頻道」的現象,也反映出該頻道的生存空間。良好的服務品質為企業獲得競爭優勢的成功關鍵,在服務行銷逐漸受到重視之時,服務人員表現的優異與否,對於顧客滿意、行銷成效,乃至於企業興衰具有決定性影響,學者主張企業應當發起一種類似行銷的途徑以激勵員工,使員工具備服務意識與顧客導向,此即是內部行銷。本研究以東森電話行銷部門為研究對象,針對其內部行銷作為,對員工工作滿足、顧客導向所產生的影響進行探討,並希望藉以提供其他購物頻道業者施行內部行銷之參考。 |
英文摘要 | The “Shopping Channel” is one the most popular channels in the USA. It is also developing market potential in Mainland China. In Taiwan, as individual systems develop, there are many more “shopping channels” available yearly, reflecting the available market space. Quality assurance is critical to competition in any sector. Customer service quality and employee behavior, therefore have played major roles in business success, customer satisfaction, marketing results. To motivate marketing staff to maintain a positive service attitude in this customer oriented business, an “Internal Marketing” concept has been promoted by scholars. This research has taken the Telemarketing department of Eastern Home Shopping Network as a study case to provide an in-depth influence analysis on the relationship of internal marketing with employee's satisfaction and customer satisfaction. The results are intended to provide a best practice model to other shopping channels. |
本系統中英文摘要資訊取自各篇刊載內容。