中華電信員工內部行銷與專業承諾關係 : 以心理契約、工作價值觀為干擾變數

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Title:	中華電信員工內部行銷與專業承諾關係 : 以心理契約、工作價值觀為干擾變數
Other Titles:	The relationships between internal marketing and professional commitment for Chunghwa Telecom : psychological contract, work value as the moderating variables
Authors:	陳泓彰;Chen, Hung-Chang
Contributors:	淡江大學企業管理學系碩士在職專班黃曼琴;Huang, Man-Chin
Keywords:	Intetnal Marketing;Professional commitment;psychological contract;Work Value;工作價值觀;內部行銷;心理契約;專業承諾
Date:	2017
Issue Date:	2018-08-03 14:50:46 (UTC+8)
Abstract:	中華電信由原本獨佔企業經營模式轉變成現在的多元競爭模式，在公司管理階層也漸漸發覺員工是企業經營發展的重心，高素質的員工，多得不易，更是企業競爭的優勢。面對一次又一次的招募，不只會造成公司資源的浪費，也使的員工歸屬感的流失，因此，在目前高度競爭的商業模式，員工更是公司的資產，該如何運用有效的內部行銷以提昇員工工作滿意度及認同感，進而加強對組織的承諾，也是許多公司人力資源管理當前重要的課題。本研究以中華電信台北營運處員工為調查對象，總計回收有效問卷共257 份。本研究自變項為「內部行銷」，依變項為「專業承諾」，而干擾變項為「心理契約」及「工作價值觀」共四項變數，探討中華電信台北營運處員工其內部行銷對業承諾是否會因心理契約及工作價值觀會有所改變。以供中華電信台北營運處做為日後人力資源管理之參考。根據設立的研究假設，從問卷樣本回收後取得資料，以SPSS統計分析軟體進行統計分析，研究結果發現: 1、中華電信台北營運處員工加強「內部行銷」會正向影響其「專業承諾」。 2、中華電信台北營運處員工工作上的「心理契約」，會干擾其「內部行銷」對「專業承諾」的關係，顯著。 3、中華電信台北營運處員工的「工作價值觀」，不會干擾其「內部行銷」對「專業承諾」的關係。 With the operation model of monopoly enterprise, Chunghwa Telecom(CHT) has become a multiple competitive model organization now. The management echelon discovers the employee is the center of gravity of the operation development gradually.It is not easy to own the employee with higher quality,but also the advantage of the competition of the enterprise. Through the more and more recruits, it makes the waste of the company resource and loss the affiliation of the employee. Hence, At the highly competitive commercial model, the employee is a valuable asset of the company.How to exert effective internal marketing to promote the satisfaction and sense of the identity in order to strength the organizational commitment are the current vital issues of the human resource management. The study is sampling with the. Data was collected 257 valid questionnaires from the employees of the Taipei Operation Division of the CHT. By the internal marketing as independent variable,professional commitment as dependent variable,and psychological contract and work value as moderating variables, the study explores the relationship between the internal marketing and professional commitment that will be alternative via the psychological contract and work value. Both theoretical and practical implications are provided to Taipei Operation Division of the CHT to human resource management. According to the research hypothesis and statistical analysis through SPSS software,the results show: 1. The internal marketing had a positive effect on professional commitment. 2. The psychological contract had a significantly moderating effect on the relationship between internal marketing and professional commitment. 3. The work vaule had no significantly moderating effects on the relationship between internal marketing and professional commitment.
Appears in Collections:	[Graduate Institute & Department of Business Administration] Thesis

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