인터널마케팅요인이 성과에 미치는 영향에 관한 연구 = 경주지역 관광호텔을 중심으로

다국어 초록 (Multilingual Abstract)

This study was conducted for the distillation of meaningful internal marketing factors. Through various types of literature, 41 internal marketing attributes were distilled. As a result of factor, canonical correlation and multiple regression analysis, major findings and marketing implications could be summarized as follows: Firstly, 6 factors such as; welfare and information·training support policy, recruit policy and customer orientation, reward system, delegation of authority, teamwork and sharing with information, performance appraisal system were extracted. Secondly, they were partially very strong relationship among the performances (marketing orientation, service quality, management performance)within the significance level of 0.05. Thirdly, the most important factor facilitating marketing orientation and service quality was recruit policy and customer orientation. Fourthly, the most important factor enhancing management performance was teamwork and sharing with information. Fifthly, demographic characteristics were partially identified compared to 6 factors distilled within the significance level of 0.05. Lastly, important internal marketing implications for future-oriented strategies and policies were suggested based of the empirical analysis result.