傳統的「行銷」理念，是以產品為主，也就是製造商將產品銷售給顧客；在這種思考邏輯下，行銷的主體是「產品」，而對象則是「顧客」。而內部行銷最初概念是將外部市場中所進展之行銷活動運用於組織內部，因為將員工視為內部顧客、透過類似行銷概念發展類似行銷活動、以激勵影響員工，創造內部顧客(公司員工)的整體工作滿意，進而創造員工顧客服務意識、市場導向以及銷售意識。
本研究的主要目的，為探討組織在內部行銷作為的實行對組織承諾與工作滿意的影響。然而本研究將以一個不同的角度去切入內部行銷的導向構面，將其大膽的分為傳統的「生產導向」，即公司所提供的內部行銷作為，與新近的「行銷- 顧客導向」，即員工內心所需求的內部行銷作為，以舊有的內部行銷理念，切合出較新穎更合時宜的內部行銷理念；除此之外，兩變數間的差距，更引出契合度的理念，則為本研究核心所在。本研究有效樣本包涵上市上櫃公司131家，結果發現：（1）內部行銷供給、需求、契合度對工作滿意呈正向關係（2）內部行銷供給、需求、契合度對組織承諾呈正向關係。
本研究最後討論研究結論、理論意涵、研究限制以及未來研究建議等，希望作為未來研究的參考。

The traditional ‘marketing’ idea, mainly rely on products, which means that the manufacturers sell the products to the customer; Under this kind of logical thinking, the subject of marketing is ‘products’ and the target is ‘customers’. However, the initial concept of internal marketing practice applies the idea of marketing activities of external market to the internal part of organization, regards staffs as internal customers and throughout the similar marketing concept to develop similar marketing activities to motivate and influence staffs, and then creates job satisfaction for whole internal customers (company staffs) and staffs’ consciousness of customer service, market leading and sales.
The main purpose of this study, probes into the influence of the execution of internal marketing practice on organizational commitment and job satisfaction. This study looks at the internal marketing with a different angle, separates it as ‘traditional product leading’ aspect, which means company provides internal marketing practice, and ‘newly marketing-customer leading’ aspect, which means the internal marketing practice from the needs of staffs, and uses past internal marketing idea to produce a much more modern and suitable internal marketing idea. In addition, the difference between two variances draws the idea of fit of internal marketing, and it is the key point of this study. The sample of this study includes 131 listed companies, and the result shows that: (1) the supply, demand and fit of internal marketing practice have positive relationship with job satisfaction (2) the supply, demand and fit of internal marketing practice have positive relationship with organizational commitment.
The final conclusion of this study includes research conclusions, theoretical implications, research limitations, and future research suggestion, et cetera, and hopes that this study can be the reference for future studies.

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二、中文部分
1.王奕升（民90），基隆廣播電台組織遠景與組織承諾關係之研究，銘傳大學傳播管理研究所碩士論文。
2.王翠品（民91），內部行銷作為、工作滿足、與離職傾向關係之研究-以H連鎖娛樂事業為例，國立中山大學人力資源管理研究所碩士論文。
3.吳志淵（民88），企業內部行銷之探索性研究：以國內某石化廠為例，國立中正大學企業管理研究所碩士論文。
4.巫喜瑞（民89），服務業內部行銷導向、組織支持、工作滿足與顧客導向間關係之研究-銀行業之例，國立中山大學企研所博士論文。
5.沈洸洋（民91），非營利組織志工內部行銷之研究，義守大學管理科學研究所碩士論文。
6.党秦武（民92），內部行銷作為、情緒能力、工作士氣及專業承諾對工作績效關聯性，南華大學管理科學研究所。
7.莊順天（民88），工作特性，工作滿足，組織承諾與離職意願之探討－以高雄市公民營銀行為例，國立中山大學人力資源管理研究未出版碩士論文。
8.郭振生（民92），內部行銷導向、組織承諾、工作滿意與學校效能關係之研究─以台南地區國民小學為例，南華大學管理科學研究所。
9.黃杏文（民86），內部行銷導向作為與組織承諾關係之研究-以護理人員為例，國立中山大學企研所碩士論文。
10.黃建達（民88），主管與部屬人際交換關係之決定要素及其對部屬工作態度影響之研，國立中央大學人力資源所碩士論文。
11.陳文祥（民87），國民小學教師組織承諾與學校衝突處理意向之研究，台北市立師範學院國民教育研究所碩士論文。
12.陳吳政（民90），組織文化、領導行為、工作滿足與組織承諾之關係研究－以嘉南地區銀行為例，國立成功大學企研所碩士論文。
13.增朋（民89），大學校院體育主管領導型態、體育教師內外控取向與體育教師組織承諾關係之研究，國立臺灣師範大學運動休閒與管理研究所碩士論文。
14.陳蕙君（民88），資訊真實性、人與組織之契合度以及工作經驗對新進人員組織社會化之影響，國立中山大學人力資源管理研究碩士論文。
15.張松茂（民90）多角化金融集團員工認知、內部行銷與組織承諾之關係- 以國泰人壽保險公司之業務體系為例，逢甲大學保險學系碩士論文。
16.張延蓉（民92），內部行銷、工作滿足、組織承諾與顧客導向服務關係之研究—以主題遊樂園為例，南華大學旅遊事業管理學研究所碩士論文。
17.張嘉娟（民93），員工內部行銷知覺、企業文化差異知覺與組織承諾之關聯性研究-以集團企業為例，中原大學企業管理研究所碩士論文。
18.游旻羲（民92），國際觀光旅館內部行銷作為與員工工作滿足及離職傾向之研究－以台北市為例，銘傳大學觀光研究所碩士論文。
19.廖思先（民87），轉換型領導、組織承諾與組織公民行為之相關研究--以台灣公立美術館為例，國立中山大學人力資源管理研究所碩士論文。
20.蔡崑源（民90），華進集團員工滿意度、工作投入、組織承諾與離職意願之研究，國立中山大學人力資源管理研究所碩士論文。
21.鄧顯華（民91），內部行銷、組織承諾與服務品質關係之探討－以海軍某修護工廠為例，國立中山大學企研所碩士論文。
22.蕭富峰（民86），內部行銷，天下文化出版。
23.鍾志明（民89），企業文化、員工工作價值觀及組織承諾之關聯性研究－以台灣地區主要集團企業為例，榮管理學院經營管理研究所碩士論文。
24.鍾燕宜（民74），我國工作滿足研究的整合分析，東海大學企研所碩士論文。
25.戴雀蘭（民92），內部行銷作為與員工離職傾向關係之研究－以工作滿足與組織承諾為中介變數，南台科技大學企業管理系碩士論文。
26.莊順天（民88），工作特性、工作滿足、組織承諾與離職意願之探討──以高雄市公民營銀行為例，國立中山大學人力資源管理研究所碩士論文。
27.康譽瓊（民90），內部行銷作為、行為評估、工作滿足和顧客導向之研究-以證劵營業員為例，國立中山大學企業管理所碩士論文。