内部营销对一线服务员工任务绩效影响的实证研究  

An Empirical Study on the Effect of Internal Marketing on Frontline Service Employees' Performance

作　　者：王玉梅[1] 丛庆 阎洪[4] 

机构地区：[1]四川大学旅游学院 [2]蒂森克虏伯电梯公司(中国总部) [3]西南交通大学经济管理学院 [4]香港理工大学工商管理学院

出　　处：《南开管理评论》2008年第6期28-36,共9页Nankai Business Review

摘　　要：本文以饭店业一线服务员工为研究对象,初步验证了Keller等学者的内部营销组合工具量表在中国背景下的适用性,并应用Bagozzi的态度理论模型,采用结构方程建模方法,构建并验证了基于内部营销组合工具视角的一线服务员工任务绩效预测模型。实证结果表明,一线服务员工对企业内部营销努力的感知,即对内部工作产品、内部价格、内部分销以及内部促销等内部营销组合工具的评价,决定了他们的情感承诺(对组织的情感反应)和工作满意(对工作的情感反应)水平,进而影响了他们的任务绩效水平(行为),一线服务员工的情感反应变量是解释企业内部营销努力影响一线服务员工任务绩效的中介变量。Previous studies of internal marketing have mostly focused on theory discussion and concept development, and few studies were based upon the internal marketing mix. Firstly, this paper uses the internal marketing mix scale developed by Keller et al to empirically test data from frontline service employees in the Chinese hotel industry. In order to further study the factors affecting frontline service employees＇ performance, the paper uses Bagozzi＇s theory of apprais- al-emotional and response-behavior to propose and test frontline service employees＇ performance from the perspective of the internal marketing mix, and using Structure Equation Modeling methodology. The outcome of exploratory factor analysis and confirmatory factor analysis indicates the basic internal job product factor and the advanced internal job product factor can not be differentiated, and the proactive effort factor does not exist. The empirical results from the task performance model suggest that internal marketing efforts, as manifested by frontline employees＇ appraisal of internal job product, internal price, internal place, and internal promotion, have significant effect on employees＇ perceptions of performance. The influence of internal marketing on frontline employees＇ performance depends on their affection towards and commitment to their organization, as well as their job satisfaction. Our study reveals the affective mechanism of internal marketing efforts on frontline service employees＇ performance. It emphasizes the importance of affective variables in enhancing frontline service employees＇ performance. In order to find the practical value of each of the 4Ps, further research could directly study the relationships among various internal marketing strategies, job satisfaction, affective commitment and task performance, and measure frontline employees＇ performance by surveying their immediate superiors and customers.

关 键 词：内部营销组合 任务绩效 情感承诺 工作满意 

分 类 号：F719[经济管理—产业经济] F272.92F224