酒店内部营销对员工工作满意度的影响研究

发布时间：2018-04-03 09:53

本文选题：内部营销　切入点：内部服务质量　出处：《湖南大学》2012年硕士论文

【摘要】：随着经济全球化速度的加快，以及服务经济时代的来临，中国酒店行业的竞争日益激烈。我国酒店长期面临“员工满意度低、流失率高”的管理困境。近年来，内部营销作为提升员工满意度的管理策略，受到了酒店管理者的密切关注。然而，国内研究尚未清晰阐述酒店内部营销对员工工作满意度的作用机理，实证研究较少，酒店内部营销的理论与应用价值未能得到充分论证。基于此，本文围绕酒店内部营销对员工工作满意度的影响进行实证研究，并验证内部服务质量在其中所起的中介作用。文章首先对内部营销、内部服务质量和工作满意度理论的研究现状进行归纳。在分析酒店内部营销、内部服务质量及员工工作满意度之间关系的基础上，提出本文的理论模型及研究假设。本研究采用问卷的方式对酒店员工进行调查，，并运用SPSS20.0、AMOS20.0软件分析数据。统计分析方法主要有：信效度分析、相关分析、方差分析、结构方程模型分析等。本文的结论有：酒店内部营销对内部服务质量、员工工作满意度均产生显著的正向影响；内部服务质量对员工工作满意度产生显著的正向影响，并在酒店内部营销对员工工作满意度的影响中扮演中介角色；除性别外，其余人口统计量对各变量的影响有一定的显著差异。最后，针对研究得出的结论，本文从酒店内部营销的导入、实施、效果评估以及保障措施等方面提出了管理建议。具体包括开展内部营销专业知识培训、设计内部营销CPC策略组合、定期调查内部服务质量与员工满意度等。然而，本文探讨的管理建议，有待在今后的酒店管理实践中进一步丰富和完善。
[Abstract]:With the acceleration of economic globalization and the advent of service economy, the competition of Chinese hotel industry is becoming increasingly fierce.Hotels in our country have been facing the management dilemma of low employee satisfaction and high wastage rate for a long time.In recent years, internal marketing, as a management strategy to enhance employee satisfaction, has received close attention from hotel managers.However, domestic research has not clearly explained the role of hotel internal marketing on employee job satisfaction mechanism, empirical research is less, the hotel internal marketing theory and application value has not been fully demonstrated.Based on this, this paper makes an empirical study on the impact of hotel internal marketing on employee job satisfaction, and verifies the intermediary role of internal service quality.This paper first summarizes the research status of internal marketing, internal service quality and job satisfaction theory.Based on the analysis of the relationship among hotel internal marketing, internal service quality and employee job satisfaction, the theoretical model and research hypothesis of this paper are put forward.In this study, the hotel staff were investigated by questionnaire, and the data were analyzed by SPSS 20.0 and AMOS20.0 software.Statistical analysis methods include: reliability and validity analysis, correlation analysis, variance analysis, structural equation model analysis and so on.The conclusions of this paper are as follows: hotel internal marketing has a significant positive impact on internal service quality and employee job satisfaction, and internal service quality has a significant positive impact on employee job satisfaction.It also plays an intermediary role in the influence of hotel internal marketing on employee job satisfaction, except for gender, there are some significant differences in the influence of other population statistics on each variable.Finally, in view of the conclusion of the study, this paper puts forward some management suggestions from the aspects of the introduction, implementation, effect evaluation and safeguard measures of hotel internal marketing.It includes the training of internal marketing knowledge, the design of internal marketing CPC strategy mix, and the regular investigation of internal service quality and employee satisfaction.However, the management suggestions discussed in this paper need to be further enriched and perfected in hotel management practice in the future.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F272.92;F719

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