공기업에서의 내부마케팅과 고객지향성이 서비스품질과 고객만족에미치는 영향에 관한 연구 = A Study on the Effects of Internal Marketing and Customer Orientation on Service Quality and Customer Satisfaction in the Public Enterprise

다국어 초록 (Multilingual Abstract)

Properly managed core competency in the public business can lead to a competitive advantage, an increase in market share and increased profits for the public organization. One of the competitive methods to achieve core competency is incorporating internal marketing in management process. Although collaborative process of internal marketing can be complex and time consuming, when they are done well the rewards can be substantial. Internal marketing is the key and cornerstone to approach superior service and external marketing success. The main purpose of this paper is to examine the relationship between internal marketing and the following process(customer orientation, service quality) leading to the customer satisfaction. Data was collected from employees and customers in the public enterprises. After a self-report and personal interviews were conducted, the 228 sets of data were collected form the public businesses and another 125 sets of data were collected from its own customers. The data were analyzed with SPSS 12.0. The effects of internal marketing on customer orientation, service quality and customer satisfaction were analysed by the series methodology technique.The comprehensive results can be summarized as follows: First, internal marketing has positive effects on customer orientation, service quality, and customer satisfaction. Second, customer orientation also positively affects service quality and customer satisfaction. Finally, service quality effects on customer satisfaction is positively confirmed. The public enterprise is not only required to intensify internal marketing but also to systemize the linkage with customer orientation, service quality, and customer satisfaction, which strengthens the company capabilities in public organization.

국문 초록 (Abstract)

본 연구는 공기업 경영에 대한 기존의 마인드를 전환하여 종업원만족을 통한 내부마케팅에서 고객지향, 서비스품질, 그리고 궁극적인 고객만족 수준의 극대화로 확장시킬 수 있는 경영관리 패러다임을 구축하고, 지속적 경쟁우위를 창출할 수 있는 전락적 시사점을 제시하고자 하였다.
연구목적을 위해 국내 공기업의 임직원과 방문고객을 대상으로 내부마케팅의 정도를 평가하고 이러한 내부마케팅의 세부요인들이 고객지향성, 서비스품질, 고객만족에 미치는 영향관계를 확인하였다.
실증연구 결과, 첫째, 내부마케팅의 전반적 구성요인들이 고객지향성, 서비스품질 및 고객만족에 유의한 영향을 미치는 것으로 나타났으며, 특히 내부마케팅요인 중 고객지향성에 대한 영향 정도는 내부커뮤니케이션이 가장 높게, 경영층지원은 가장 낮게 나타났다. 둘째, 고객지향성이 서비스품질과 고객만족에 정(+)의 영향주는 것으로 확인되었다. 또한 고객지향성이 서비스품질에 미치는 영향 보다는 고객만족에 미치는 정도가 보다 높게 나타났다. 셋째, 서비스품질의 구성요인들이 모두 고객만족에 유의한 영향을 미치고, 구성요소 중 유형성과 공감성이 고객만족의 중요한 영향요인으로 확인되었다. 그리고 분석결과를 바탕으로 시사점을 도출하고 미래 연구방향을 제시하였다.

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