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AStudyontheRelationshipamongInternalMarketing,JobSatisfaction,OrganizationalCommitment,andCustomerOrientation-ACaseofThemeParkinTaiwanShen-ChingCheng*Yen-RungChang**1.2.3.4.5.ABSTRACTThestudyfocusesontheinternalmarketingofthemeparkinTaiwan.Thepurposeistoexploretheessencesofinternalmarketinganditsinfluenceonjobsatisfaction,organizationalcommitmentandcustomer79~99TourismManagementResearchVol.2No.2December2002pp.79~9980orientation.AnempiricalresearchisundertakenfortheJanfusunFancyworldandFormosanAboriginalCultureVillage.Accordingtothefactoranalysis,wefoundthatthemainthreedimensionsofinternalmarketingare“InternalCommunicationandWelfare,“EmployeesCare”and“Self-Actualization”.Meanwhile,themaininfluentialfactorsofemployeeorganizationalcommitmentare“Retentioncommitment”,“Valuecommitment”and“Effortcommitment”.ByusingLISREL8.52softwaretoresolvethestructuralequationmodelamonginternalmarketingjobsatisfactionorganizationalcommitmentandcustomerorientation,wefoundtheresultsasfollows.(1)Internalmarketinghaspositiveeffectonemployeeorganizationalcommitment.(2)Internalmarketinghaspositiveeffectonjobsatisfaction.(3)Employee’sjobsatisfactioninflectstheirorganizationalcommitmentpositively.(4)Organizationalcommitmentofemployeehaspositiveeffectontheservicebehaviorincustomers’orientation.(5)Theeffectsoftheinternalmarketingandjobsatisfactionsoncustomers’orientationarenotclearyet.Itshowsthatinternalmarketingandjobsatisfactionscouldaffectcustomersorientationserviceviaorganizationalcommitment.KeywordsInternalMarketing,OrganizationalCommitment,JobSatisfaction,CustomerOrientation9.221.52,4174311,205,7963,996,67235.67Gummesson199281.2.1Gronroos(1981)2000Gronroos1981Berry1981—1997Johnson&Seymour1985Geogre&Gronroos1991Gummesson1992(part-timemarketer)Berry&Parasuramen1991Joseph199682Joseph19962.2Hoppock1935Vroom1964Smith,Kendall,&Hulin1969Porter&Lawer19732.3Kanter(1968)(energy)(loyalty)(willingness)(self-expressive)Porter,Steers,Mowday,&Boulian(1974)1.2.3.Porter19742.4Saxe&Weitz1982Dunlap,Dotson&Chambers1988Saxe&Weitz1982Narver&Slater1990Ganesan1994833.1113.2Berry19841997Tansuhaj,Randall,&McCullough19912001H1Collins(1991)Kohli&Jaworski1990199819982002H284Porter(1974)Mowdayetal.1982Frank&Tetrick19892002H3Mowday,Porter,&Steers1982Kelley1992H4Johnson&Seymour1985Cahill1995Gronroos1994Richardson&Robinson1986O’Hara,etal.1991H5Hoffman&85Ingram1991O’Hara,etal.1991Mowdayetal.1982Hoffman&Ingram1992H63.3Conduit&Mavondo2001Conduit&Mavondo2001Porter19742000Porteretal.1979OCQOCI2001Spector1985JSSSaxe&Weitz1982862001Saxe&Weitz1982SOCOSellingOrientation-CustomerOrientation(structuralequationmodelingSEM)LISREL8.524.1Likert55265300462199263148.551.5199SPSS8.02114102132034026530021528119926375.09%87.7%874.2FactorAnalysis(Varimax)10.53(ReliabilityAnalysis)4Cronbach’s0.730.940.7Guielford(1965)Cronbach’s0.74.3LISREL8.52(maximumlikelihood,ML)LISREL252N=41013031.716640.527867.8276.620.520750.520194.671.720()-251192930.725()-3010625.96616.130()-358320.2()-9022.035()-40338.0()-9322.740()5012.2()-5613.75413.2()-4410.726163.7()5814.16716.330.792.218144.125()-19547.6102.4()-204.936689.3()-82.0379.0()-00.071.7()-10.251.28835.93428.26%4.10847.82%2.25859.86%7.32429.30%5.25550.32%3.15762.95%4Cronbach’sCronbach’s(x1)0.9264(x2)0.8570(x3)0.85030.9464(y1)0.9453(y2)0.9121(y3)0.78910.9569(y4)0.75450.7545(y5)0.73490.73492LISREL589Bagozzi&Yi,(1988)preliminaryfitcriteriaoverallmodelfitfitofinternalstructureofmodel1.60.47~0.930.0576????????ª????????ª7?²?²?²9039210.83H1110.50H2120.26H3310.40H491131211231213219981999200212312002108ªª91*P0.05**P0.01ª3910(DE)(IE)(TE)0.83--0.830.490.220.71-0.020.270.25-0.020.100.080.26--0.260.38--0.384.40.05119211-F*P0.05**P0.0111Scheffee1.30302.3.4935.1.354020252.3.945.1H1ESCSH2H1H3H3H495H5H65.25.3Robbins1993Guba1958Thomas1978961.20022.20023.19974.—19985.—20016.—S20027.20028.—20019.199710.—200011.—199912.23(3)2000125-13313.Berry,LeonardL.A.Parasuraman,MarketingServices:CompetingThroughQuality,NewYork.TheFreePress,1991.14.Berry,L.L.,TheemployeeasCustomer,JournalofRetail.Banking,3,1981,pp.25-28.15.Berry,LeonardL.,ServicesMarketingisDifferent.InLovelock,Christopher.H.(ed.),ServiceMarketing,EnglewoodCliffs,N.J.:PrenticeHall,1984.16.Bagozzi,RichardP.YoujaeYi,OntheEvaluationofStructuralEquationModels,JournaloftheAcademyofMarketingScience,16(1),1988,pp.74-94.17.Cahill,DennisJ.,TheManagerialImpllicationofTheLearningOrganization:ANewToolForInternalMarketing,JournalofServicesMarketing,9(4),1995,97pp.43-51.18.Conduit,Jodie&FelixT.Mavondo,Howcriticalisinternalcustomerorientationtomarketorientation,JournalofBusinessResearch,51,2001pp.11-24.19.Collins,B.&PayneA.,InternalMarketing:ANewPerspectiveforHRM,EuropeanManagementJournal,9(3),1991,pp.261-269.20.Dunlap,B.J.,MichalDoston,&TerryM.Chambers,PerceptionsofRealEstateBrokersandBuyers:AsalesOrientation,CustomerOrientationApproach,JournalofBusinessResearch,17,1988,pp.175-187.21.Farkas,A.&L.E.Tetrick,AThree-WaveLongitudinalAnalysisoftheCausalOrderingofSatisfactionandCommitmentonTurnoverDecision,JournalofAppliedPsychology,74