臺灣博碩士論文加值系統

內部行銷對服務創新之探討-以台鐵信用卡刷卡購票為例
研究生：彭明光 指導教授：嚴秀茹博士
元智大學管理研究所
摘 要
近年來公營事業在政府計劃之下，已漸進方式轉型公司化或民營化，並使得公營事業在面臨開放市場競爭之下越來越重視顧客所感受到的服務品質，也使得公營事業更加重視員工的服務能力，及對事業的認同，最後達到員工及顧客的滿意。公營事業也逐漸體會認同內部行銷會影響員工的服務能力，因此本研究針對內部行銷直接目的員工的服務能力及服務認同，最終目的達到員工及顧客的滿意。
本研究以問卷調查方式，針對台鐵現有刷卡購票車站抽樣39個車站〈特等站3個、一等站23個、二等站7個、三等站6個〉擔任第一線售票員工，對台鐵推出新服務信用卡刷卡購票作業，作為問卷收集的對象，以SPSS統計軟體中的迴歸分析，來檢驗本研究提出的假設。
個案研究中發現內部行銷中的「溝通訓練」「激勵」與服務認同有顯著的關係，「溝通訓練」「外部溝通」與服務能力有顯著的關係，「溝通訓練」「激勵」與員工及顧客滿意度有顯著的關係，服務能力是內部行銷對於員工及顧客滿意度之間的中介變數，除「外部溝通」及「激勵」成立外，其餘不成立。服務認同是內部行銷對於員工滿意度之間的中介變數，除「外部溝通」及「激勵」成立外，其餘不成立。服務認同是內部行銷對於顧客滿意度之間的中介變數，除「外部溝通」成立外，其餘不成立。
研究結果顯示內部行銷中的「溝通訓練」「激勵」「外部溝通」對於員工服務認同、服務能力、員工滿意度及顧客滿意度，確實有預測能力。因此台鐵或公營事業在今後推出新服務或產品創新時，應該注意內部行銷因素對員工服務能力及服務認同之影響，並藉由員工服務能力及員工服務認同，達到員工及顧客滿意度。

Internal Marketing Towards Service Innovation — Credit Card Ticket Booking of Taiwan Railway Administration As An Example
Student：Ming-guang Perng Advisor：Hsiu-Ju Yen,Ph.D.
Graduate School of Management
Yuan-Ze University
Abstract
Taiwan Railway Administration (TRA), like many other government-run businesses that one after another transit into profit seeking corporations, needs to survive and thrive in the increasingly competitive market by continuous service innovation. To accept credit card for ticket booking is one of the recent service innovations of TRA. This research mainly aims at looking inside into the current status of internal marketing within TRA and exploring the significant relationships among major activity factors.
Methodologically, this research adopts questionnaire survey for basic data from the front desk ticket sellers at thirty-nine railway stations where credit card ticket booking is implementing.
Thru the multiple regression analysis, SPSS package, this research concludes the following findings regarding internal marketing in TRA:
Communication training and employee motivation respectively hold significant effects to employee service recognition. Besides, both communication training and external communication significantly affect employee service capability. In addition, customers’ satisfaction is also significantly related to employee communication training as well as employee motivation. Within internal marketing, service capability acts as the moderator of external communication and employee motivation towards employee job satisfaction as well as customer satisfaction. Meanwhile, external communication and employee motivations play the role of significant moderators of service recognition towards employee job satisfaction. On the other hand, however, service recognition also works as the moderator of external communication towards customer satisfaction.
This research illustrates significance of communication training, employee motivation, and external communication in prediction of employee service recognition, service capability, employee job satisfaction as well as customer satisfaction. It then, herewith, suggests organizations such as TRA and other government-run business units focus their great efforts, whenever launching the service innovation or introducing the new products to customers, on above mentioned three important and significant elements within internal marketing, in order to achieve high level of employee job satisfaction and customer satisfaction simultaneously thru the strengthened employee service capability and their clear service recognition

內部行銷對服務創新之探討－以台鐵信用卡刷卡購票為例
目錄
目錄-------------------------------------------------------------------Ι
第一章：緒論------------------------------------------------------------1
第一節：研究背景與動機----------------------------------------------1
第二節：研究目的----------------------------------------------------3
第三節：預期貢獻----------------------------------------------------3
第二章：文獻探討--------------------------------------------------------4
第一節：公營事業意義及特性------------------------------------------4
第二節：新服務意義及發展--------------------------------------------7
第三節：內部行銷之意義及與與服務創新之相關關係---------------------10
第四節：結論-------------------------------------------------------18
第三章：研究方法-------------------------------------------------------20
第一節：研究設計---------------------------------------------------20
第二節：抽樣設計---------------------------------------------------22
第三節：問卷設計---------------------------------------------------23
第四節：統計分析---------------------------------------------------26
第四章：研究結果分析---------------------------------------------------28
第一節：台鐵新服務信用卡刷卡購票個案探討分析-----------------------28
第二節：樣本回收資料分析-------------------------------------------44
第三節：假設檢定---------------------------------------------------51
第四節：研究假設驗證之結果-----------------------------------------61
第五章：結論與建議-----------------------------------------------------62
第一節：研究結論---------------------------------------------------62
第二節：管理實務建議-----------------------------------------------64
第三節：研究限制---------------------------------------------------65
第四節：未來研究方向-----------------------------------------------65
參考文獻----------------------------------------------------------------------------------------------------66
附錄-------------------------------------------------------------------69
信用卡刷卡購票流程-----------------------------------------------------69
售票員填答問卷---------------------------------------------------------74
表目錄
表2-1內部行銷相關研究彙整表-------------------------------------------------12
表4-1台鐵第一階段現有裝設信用卡設備之車站-----------------------------------29
表4-2台鐵第二階段現有裝設信用卡設備之車站-----------------------------------30
表4-3電腦售票與刷卡購票時間比較---------------------------------------------32
表4-4台鐵實施信用卡刷卡購票旅客抱怨分析表-----------------------------------34
表4-5台鐵實施信用卡刷卡購票員工抱怨分析表-----------------------------------35
表4-6台鐵特等車站信用卡刷卡金額分析表---------------------------------------38
表4-7台鐵一等車站信用卡刷卡金額分析表---------------------------------------39
表4-8台鐵一等車站信用卡刷卡金額分析表---------------------------------------40
表4-9台鐵二等及三等車站信用卡刷卡金額分析表---------------------------------41
表4-10台鐵信用卡刷卡購票個案抽樣車站等級、刷卡機數量、售票窗口分析表--------42
表4-11樣本基本資料分析------------------------------------------------------45
表4-12內部行銷要素之因素分析------------------------------------------------47
表4-13各構面之相關分析------------------------------------------------------50
表4-14內部行銷對服務認同之迴歸模式------------------------------------------51
表4-15內部行銷對服務能力之迴歸模式------------------------------------------52
表4-16內部行銷對員工滿意度之迴歸模式----------------------------------------53
表4-17內部行銷對顧客滿意度之迴歸模式----------------------------------------54
表4-18服務能力之中介效果檢測（依變數員工滿意度）----------------------------56
表4-19服務能力之中介效果檢測（依變數顧客滿意度）----------------------------57
表4-20服務認同之中介效果檢測（依變數員工滿意度）----------------------------59
表4-21服務認同之中介效果檢測（依變數顧客滿意度）----------------------------60
表4-22假設檢定結果----------------------------------------------------------61
圖2-1研究架構圖-------------------------------------------------------------18

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