本研究以主題遊樂園之內部行銷為研究主題，旨在探討內部行銷的構成要素，及其對工作滿足、組織承諾與顧客導向之影響。本研究以問卷調查法蒐集所需之實證資料，並以劍湖山世界與九族文化村全職員工為問卷調查對象。經由因素分析結果顯示，內部行銷的重要影響因素依序為「內部溝通與福利」、「員工關懷」、「自我實現」；員工組織承諾的重要影響因素依序為「留職承諾」、「價值承諾」與「努力承諾」。本研究所構建之內部行銷、工作滿足、組織承諾與顧客導向間之線性結構模式，所得結果如下：1.內部行銷會正向影響員工之組織承諾。2.內部行銷會正向影響員工之工作滿足。3.員工之工作滿足會正向影響員工之組織承諾。4.員工之組織承諾會正向影響顧客導向之服務行為。5.內部行銷須透過工作滿足與組織承諾等中介變數之影響，方能對員工之顧客導向產生間接的正向影響效果。因此組織在施行內部行銷管理時，管理者必須注意中介變數「工作滿足」、「組織承諾」之變化，以強化員工之「顧客導向」服務有更良好之表現。 The study focuses on the internal marketing of theme park in Taiwan. The purpose is to explore the essences of internal marketing and its influence on job satisfaction, organizational commitment and customer orientation. An empirical research is undertaken for the Janfusun Fancyworld and Formosan Aboriginal Culture Village. According to the factor analysis, we found that the main three dimensions of internal marketing are “Internal Communication and Welfare, “Employees Care” and “Self-Actualization”. Meanwhile, the main influential factors of employee organizational commitment are “Retention commitment”, “Value commitment” and “Effort commitment”. We try to resolve the structural equation model among internal marketing、job satisfaction、organizational commitment and customer orientation, we found the results as follows. (1) Internal marketing has positive effect on employee organizational commitment. (2) Internal marketing has positive effect on job satisfaction. (3) Employee’s job satisfaction inflects their organizational commitment positively. (4) Organizational commitment of employee has positive effect on the service behavior in customers’ orientation. (5) The effects of the internal marketing and job satisfactions on customers’ orientation are not clear yet. It shows that internal marketing and job satisfactions could affect customers orientation service via organizational commitment.
