內部行銷、外部行銷對互動行銷與顧客滿意度間關係干擾效果之研究：多層次分析模型

The Moderating Effects of Internal Marketing and External Marketing upon the Relationship between Interactive Marketing and Customer Satisfaction: A Multi-level Model

員工與顧客之間的互動是影響顧客滿意的關鍵，內部行銷與外部行銷則是影響互動行銷的重要因素，但內部行銷與外部行銷屬組織層級變項，互動行銷與顧客滿意度則屬個人層級變項，為避免分析時受資料巢套的影響，本研究以階層線性模式檢視內部行銷、外部行銷、互動行銷與顧客滿意度間關係跨層次之干擾效果。本研究共獲得29所大專院校合作，回收29份招生人員問卷、201份大專教師問卷及405份學生問卷。實證結果發現：（1）互動行銷對顧客滿意度有正向影響；（2）內部行銷對顧客滿意度有正向影響；（3）內部行銷對互動行銷與顧客滿意度之間的關係有正向干擾效果；（4）外部行銷對顧客滿意度有正向影響；（5）外部行銷對互動行銷與顧客滿意度之間的關係有負向的干擾效果。

The interaction between employees and customers is the key to customer satisfaction. Both internal marketing and external marketing are critical elements in interactive marketing. However, internal marketing and external marketing belong to organizational level constructs; interactive marketing and customer satisfaction belong to individual level constructs. To avoid nested effects, this study applied hierarchical linear modeling (HLM) to test the cross level moderating effects of internal marketing and external marketing on the relationship between interactive marketing and customer satisfaction. Evidence from twenty-nine universities, which include twenty-nine questionnaires, were responded by recruitment staff. Two hundred and one questionnaires were responded by school teachers, four hundred and five questionnaires were responded by students. The results showed that: (1) interactive marketing had a positive effect on customer satisfaction, (2) internal marketing had a positive effect on customer satisfaction, (3) internal marketing had a positive moderating effect upon the relationship between interactive marketing and customer satisfaction, (4) external marketing had a positive effect on customer satisfaction, (5) external marketing had a negative moderating effect on the relationship between interactive marketing and customer satisfaction.