내부마케팅활동, 직무만족, 고객지향성과의 관계 연구 = 제주지역 관광목적지 마케팅기구(DMO) 직원을 대상으로

다국어 초록 (Multilingual Abstract)

The ultimate goal of this study is to investigate the values of internal marketing in Jeju DMO, whether motivates the DMO employees to be more customer-oriented. To verify these hypotheses, 109 valid sample data were selected from among of 124 collected by self-administrated questionnaire survey method. Based on the analysis results, the following strategic implications were suggested: First, internal marketing is seen differently according to gender, age bracket, education, position, experience, job division, contract type. Second, job satisfaction is composed of HR-reward, pride, fellowship and self-realization. Third, customer orientation was research with internal marketing. Fourth, what internal marketing influences job satisfaction and customer orientation shows that it can be used in the HR management aspect. In conclusion, among direct influential factors of internal marketing with job satisfaction and customer orientation, only training was in common with them both.