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内部营销、员工满意、服务质量与顾客满意关系研究
引用本文:李平,刘翠华,阳玉浪,张小芳.内部营销、员工满意、服务质量与顾客满意关系研究[J].财经理论与实践,2009,30(4).
作者姓名:李平  刘翠华  阳玉浪  张小芳
作者单位:1. 湖南大学工商管理学院,湖南长沙,410082
2. 保险职业学院,湖南长沙,410114
3. 武汉大学经济与管理学院,湖北武汉,430072
基金项目:国家自然科学基金资助项目(70771083)
摘    要:为了确定内部营销、员工满意、服务质量和顾客满意之间的因果关系,本文在文献研究的基础上构建了内部营销—员工满意—服务质量—顾客满意关系模型,并以35家商业银行的员工和顾客为实证样本,采用因子分析、结构方程模型检验了模型的假设关系。研究发现:内部营销不能直接影响顾客满意,但可以通过员工满意和服务质量而间接影响顾客满意;员工满意不但直接影响顾客满意,并通过服务质量间接影响顾客满意;服务质量既直接影响顾客满意,也是内部营销和员工满意发挥作用的中间环节。

关 键 词:内部营销  员工满意  服务质量  顾客满意  

Study on the Relationship among Internal Marketing, Employee Satisfaction, Service Quality, and Customer Satisfaction
LI Ping,LIU Cui-hua,YANG Yu-lang,ZHANG Xiao-fang.Study on the Relationship among Internal Marketing, Employee Satisfaction, Service Quality, and Customer Satisfaction[J].The Theory and Practice of Finance and Economics,2009,30(4).
Authors:LI Ping  LIU Cui-hua  YANG Yu-lang  ZHANG Xiao-fang
Institution:1.School of Business Administration;Hunan University;Changsha;Hunan 410082;China;2.Insurance Perfessional College;Hunan;410114;3.School of Economics and Management;Wuhan University;Wuhan;Hubei 430072;China
Abstract:In order to confirm the correlation among internal marketing,employee satisfaction,service quality and customer satisfaction,this paper built up a model after literature review.To test hypotheses of the model,data were collected from 35 commercial banks' employees and customers in China,and CFA and SEM were also used.Findings are as follows: first of all,internal marketing can not affect customer satisfaction directly,but can affect customer satisfaction indirectly through employee satisfaction and service ...
Keywords:Internal marketing  Employee satisfaction  Service quality  Customer satisfaction  
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