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电信运营商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,构建出电信运营商内部营销与员工满意关系模型,并以陕西省西安市中国移动、中国电信、中国联通等3家电信企业的员工为实证样本,验证了模型的假设关系。研究发现,电信运营商内部营销的构成维度:招聘、沟通、培训、激励、授权、参与管理、电信运营商的企业文化等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电信运营商员工满意度的策略建议。
The implementation of internal marketing by telecom operators will improve internal service quality and hence employee satisfaction. Through literature research, this paper builds a model of the relationship between internal marketing and employee satisfaction in telecom operators, and takes the employees of three telecom companies, such as China Mobile, China Telecom and China Unicom in Xi’an, Shaanxi Province as samples to verify the hypothesis of the model. The study found that the dimensions of internal marketing of telecom operators: recruiting, communication, training, motivation, authorization, participation in management, and telecom operators’ corporate culture have a direct positive impact on employee satisfaction. Accordingly, this article puts forward the tactics suggestion that promotes the satisfaction of the telecommunication operator’s staff from the angle of internal marketing.