内部营销、员工满意、服务质量与顾客满意关系研究

Study on the Relationship among Internal Marketing,Employee Satisfaction,Service Quality,and Customer Satisfaction

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。

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 quality ; moreover, not only does employee satisfaction affects customer satisfaction directly, but also significantly influences customer satisfaction in an indirect way through service quality; besides, service quality not only affect customer satisfaction directly, but also the link of internal marketing and employee satisfaction to affect customer satisfaction.