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  本文選題：內(nèi)部營銷 + 員工滿意度�。� 參考：《東北大學(xué)》2012年碩士論文

【摘要】：隨著我國的金融市場開放程度的不斷加深,跨國金融企業(yè)與我國本土的商業(yè)銀行之間的競爭越來越激烈。因此,在未來幾年里,我國本土的金融業(yè)將會面臨來自外來金融企業(yè)激烈而又十分殘酷的競爭,我國本土的商業(yè)銀行感受到了十分巨大的壓力。商業(yè)銀行屬于一種特殊的服務(wù)行業(yè),它為顧客提供了很多金融服務(wù)產(chǎn)品,其相似度都非常的高,因此,各個銀行之間的競爭終歸為服務(wù)質(zhì)量上的競爭。因此內(nèi)部營銷作為一種提高員工服務(wù)質(zhì)量的營銷手段,被越來越多的銀行所關(guān)注。 本文通過研究得知,到底內(nèi)部營銷的哪些因素是能夠影響員工服務(wù)質(zhì)量的關(guān)鍵因素,而哪些因素又能影響顧客對銀行品牌的忠誠。通過研究得到的結(jié)果,能夠有效的幫助銀行了解到自身最需要提升的部分,并幫助銀行得到顧客忠誠,并提升自己對國際金融企業(yè)的競爭力。 本論文主要研究內(nèi)部營銷三個構(gòu)面,即員工滿意度,員工顧客導(dǎo)向意識以及部門整合水平,與顧客忠誠度的三個層次,即顧客情感忠誠,意向忠誠和行為忠誠兩兩之間是關(guān)系,通過實證研究的方法去驗證假設(shè)的其兩兩之間正相關(guān)并影響的假設(shè)。最終得出以下結(jié)果：員工滿意度對顧客忠行為忠誠具有正相關(guān)影響；顧客導(dǎo)向意識對顧客行為、意向以及情感忠誠具有正相關(guān)影響；部門整合水平對顧客行為以及情感忠誠具有正相關(guān)影響。最后對研究結(jié)果進行分析,并提出其在實際應(yīng)用領(lǐng)域的建議。
[Abstract]:With the deepening of the opening of our financial market, the competition between multinational financial enterprises and local commercial banks is becoming more and more fierce. Therefore, in the next few years, the local financial industry of our country will face the fierce and cruel competition from the foreign financial enterprises, and the local commercial banks of our country will feel the great pressure. Commercial banks belong to a special service industry, it provides customers with a lot of financial service products, its similarity is very high, therefore, the competition between the banks is the competition of service quality. Therefore, internal marketing as a marketing means to improve the service quality of employees has been concerned by more and more banks. This paper finds out which factors of internal marketing are the key factors which can affect the service quality of employees and which factors can affect the loyalty of customers to the bank brand. Through the research results, it can effectively help banks to understand their most need to improve the part, and help banks get customer loyalty, and enhance their competitiveness to international financial enterprises. This paper mainly studies three aspects of internal marketing, that is, employee satisfaction, customer orientation and department integration, which are related to customer loyalty, that is, customer emotional loyalty, intention loyalty and behavioral loyalty. An empirical study was conducted to verify the hypothesis with positive correlation and influence. Finally, the following results are obtained: employee satisfaction has a positive correlation with customer loyalty, customer orientation has a positive correlation with customer behavior, intention and emotional loyalty; The level of departmental integration has a positive correlation with customer behavior and emotional loyalty. Finally, the research results are analyzed and some suggestions in practical application are put forward.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F832.3

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