頁籤選單縮合
題 名 | 中小型專業服務組織之內部行銷作為=Internal Marketing in Actions at Small Professional Service Organizations |
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作 者 | 林晉寬; 莊寶鵰; 李祥林; | 書刊名 | 國立屏東科技大學學報 |
卷 期 | 7:4 1998.12[民87.12] |
頁 次 | 頁291-304 |
分類號 | 494.2 |
關鍵詞 | 專業組織; 內部行銷; 中小企業; 服務管理; 金三角理論; Professional organizations; Internal marketing; Small business; Service management; Golden triangle theory; |
語 文 | 中文(Chinese) |
中文摘要 | 專業服務組織中,專業技術的重要性逐漸融入管理的顧客導向原則,因此,如何 滿足顧客需求是專業服務管理的重要課題。在服務管理領域,服務金三角理論雖然廣泛應用 於服務業,但對於專業組織,特別是中小型服務業,如何具體落實服務金三角理論,則則往 往被忽略。本研究藉由文獻回顧推導內部行銷之實施原則,並以實地觀察法與深度訪談法, 歸納與分析我國 6 家中小型專業服務組織之內部行銷作為,經研究結果顯示, 我國中小型 專業服務組織在內部行銷之行動指標的表現有待加強,尤其在「善用創意」方面。根據研究 結果,本研究建議內部行銷應妥適結合人性之管理模式,配合領導者的走動式管理,來建構 良好的組織工作氣氛。 |
英文摘要 | A fact, that proper management structure and operations can enhance the proficiency of a service organization, has long been realized. Although golden triangle theory has broadly been implemented in service industry, it has seldom been adopted by small professional service organizations, especially the internal marketing. The neglect of internal marketing in small professional organizations causes that the real customer's needs are misunderstood. This research dervies action principles of internal marketing from literature review. Field study and depth-in focus review methodology are used to analyze six typical samples. Conclusions of concrete actions of internal marketing in small professional service organizations are made. The results show that Taiwan's small professional service organizations need to reinforce internal marketing. Based upon the findings, the authors suggest small professional service organizations combine humanity of management model and match leadership style of move management to construct good work atmosphere in organizations. |
本系統中英文摘要資訊取自各篇刊載內容。