臺北市運動中心內部行銷對員工組織承諾、工作滿意與組織效能之研究

Abstract

本研究旨在探討臺北市運動中心內部行銷對員工組織承諾、工作滿意與組織效能之預測能力，並探討四變數之因果關係。研究對象係現行十二座臺北市運動中心正式員工，共計284人，研究時間為2011年4月15日至5月10日，以問卷調查法瞭解臺北市運動中心員工內部行銷、組織承諾、工作滿意與組織效能之現況，並以敘述統計、單因子變異數分析、多元逐步迴歸與路徑分析進行統計分析，研究結果如下： 一、現行臺北市運動中心員工結構以30歲以下、大專校院以上學歷、薪資水準在新臺幣20,001至30,000元居多。 二、現行臺北市運動中心在內部行銷、組織承諾、工作滿意與組織效能之現況均為 「普通」至「同意」間，顯示其人力資源管理尚有進步空間。 三、營運單位、服務地點、性別、管理階層與否、工作任務別、年齡、教育程度與運動與休閒產業服務年資會分別影響臺北市運動中心員工內部行銷、組織承諾、工作滿意與組織效能之感受。 四、內部行銷對員工組織承諾、工作滿意與組織效能具有預測力，其中「教育訓練」影響組織承諾最大，「內部溝通」影響工作滿意與組織效能最大。 五、組織承諾對員工工作滿意與組織效能具有預測力，其中「努力承諾」影響工作滿意與組織效能最大。 六、工作滿意對組織效能具有預測力，其中「內部滿意」影響力最大。 七、內部行銷能直接影響臺北市運動中心之組織效能，亦能透過工作滿意與組織 承諾兩中介變數影響組織效能，其中工作滿意為最重要之中介變數。 依據研究結果，如欲提升臺北市運動中心之組織效能，應首重員工之內部行銷，內部行銷亦可正向影響員工組織承諾與工作滿意，進而提升其整體營運效能。

The purpose of the study was to reveal the relations among internal marketing, organizational commitment, job satisfaction and organizational effectiveness in Taipei Sports Center nowadays. There were 284 subjects in the study, 284 questionnaires were sent during April 15 to May 10, 2011. Descriptive statistics, one-way ANOVA, multiple stepwise regression and path analysis were used for data analysis. The results were stated as following: 1. The main group of employees in Taipei Sports Center was less than 30 years old, college graduates, and monthly salary from NT 20,001 to 30,000 dollars. 2. Internal marketing, organizational commitment, job satisfaction and organizational effectiveness were slightly higher than average in this study. 3. Operating organization, locations, gender, administration, work task, age, educational background and seniority will, to some degree, affect how employees evaluate internal marketing, organizational commitment, job satisfaction and organizational effectiveness separately. 4. Educational training of internal marketing was the best predictor for employees’ organizational commitment, and internal communication of internal marketing was the best predictor for employees’ job satisfaction and organizational effectiveness. 5. Effort commitment of organizational commitment was the best predictor for employees’ job satisfaction and organizational effectiveness. 6. Internal satisfaction of job satisfaction was the best predictor for employees’ organizational effectiveness. 7. Internal marketing can affect organizational effectiveness directly in Taipei Sports Center, and internal marketing also affect organizational effectiveness through job satisfaction and organizational commitment. Based on the results, Taipei Sports Center should strengthen the internal marketing in order to enhance the organizational effectiveness, and the internal marketing will also help strengthen the organizational commitment and job satisfaction simultaneously, thus the whole organizational effectiveness will be improved.