Back Issues 11-20

INTERNAL MARKETING, JOB SATISFACTION, AND ORGANIZATIONAL COMMITMENT: A CASE STUDY OF TAIWAN INDIGENOUS TELEVISION

Kai-Ting Lee

Doctoral Student, Shih Hsin University Ph.D. Program in Communication Studies, 

Taipei City, Taiwan (R.O.C.)

Indigenous Student Affairs Counselor, National Taiwan Normal University, 

Taipei, Taiwan

Abstract

More and more scholars, experts, and industry professionals are realizing that for all enterprises, the most important resource is their well-trained and service-oriented employees. Therefore, treating employees as customers and aiming to satisfy their needs, thereby creating a team consensus and invigorated morale can effectively improve employees’ productivity and an enterprise’s overall performance. This study adopted a qualitative research method and collected data mainly through in-depth interviews. The interviewees were seven professionals in the news department of TITV.

The study reached three conclusions from the interview data:

1. The interviewed employees’ satisfaction toward the company’s internal marketing was generally “average.”
2. The interviewed employees’ job satisfactionwas generally “unsatisfied.”
3. The interviewed employees’ satisfaction with organizational commitment was generally “satisfied.” 

According to these conclusions, the researcher proposed some suggestions for the management of TITV and for reference in future studies:

1. Reinforce vertical and transverse channels for two-way communication and value external information exchange and sharing.
2. Establish a complete and rationalized promotion and salary structure system, and provide channels for in-service training and vocational training for employees.
3. Improve the ability and quality of the leading management, and delegate responsibilities when appropriate.

Key words: internal marketing, job satisfaction, organizational commitment, Taiwan indigenous television, qualitative research, loyalty-based, employees.

Attachments:

1042 Final.pdf

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232 kB