内部营销与顾客满意关系的实证研究(英文)

Empirical Study on the Relationship between Internal Marketing 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、回归分析检验了模型的假设关系。

In order to confirm the correlation among internal marketing,employe~ satisfaction,service quality and customer satisfaction,this paper built up a model of internal marketing, employee satisfaction, service quality and customer satisfaction through literature review.To test hypotheses of the model, data were collected from 35 commercial banks＇ employees and customers in China,and Factorial analysis and Re- gression analysis were also used.