商业银行内部营销与员工满意关系的实证研究

Empirical Study on the Relationship between Commercial Banks' Internal Marketing and Employee Satisfaction

实行内部营销将改善内部服务质量,进而提高员工满意度。通过文献研究,构建出商业银行内部营销与员工满意关系模型,并以湖南省30余家商业银行的员工为实证样本,验证了模型的假设关系。研究发现,商业银行内部营销的构成维度招聘、沟通、培训、激励、授权、参与管理、银行文化对员工满意均具有直接的正向影响。据此,本文从内部营销角度提出了提升商业银行员工满意度的策略建议。

Internal marketing could improve internal service quality, thus improving employee satisfaction. Based on the literature review, this paper puts forward a relationship model of commercial banks＇ internal marketing, and employee satisfaction. To test hypotheses of the model, the authors have conducted a survey of more than thirty commercial banks in Hunan Province, China. The results indicated that the dimensions of commercial banks internal marketing, which consists of recruitment, communication, training, stimulation, empowerment, participation in management, banking culture, affect employee satisfaction directly. Accordingly, strategies and proposals from the perspective of internal marketing to improve commercial banks＇ employee satisfaction are discussed.