컨벤션 개최시 내부마케팅 활동이 현장요원의 직무만족과 고객지향성에 미치는 영향

다국어 초록 (Multilingual Abstract)

Today in many industries one cannot expect to have customer satisfaction without employee satisfaction.
Especially, convention industry is much dependent on human service compared to other industries and therefore if the job satisfaction of the temporary personnel on site is not achieved, convention will lose its merit.
The organization recognized the fact that it was important to satisfy the employees' desires most of all.
This thesis is to find out how internal marketing effects on job satisfaction and customer orientation of temporary personnel in convention and examines the demographic trait of the temporary personnel and activities of internal marketing within an organization to seek for the relationship between four attributes and job satisfaction.
This study will be conducted in the following three stages:
First, preceding studies, related domestic and overseas journals, papers, reports and publications will be examined. Second, staff will be surveyed by means of questionnaires with 5-point scales in a bid to conduct an empirical study. Third, established hypothesis for this study were examined with frequency test, descriptive test, single-factor experiment, t-test, correlation analysis and regression analysis.
For the actual test of these hypotheses, sample of this study was collected from the temporary personnel of 2004 World knowledge Forum hold in seoul. A survey method was conducted to the sample from October 3 to April 21 in 2004. Collected data was carried out to be analyzed using SPSS 10.0 version.
Hypotheses are presented as follows.
First, job satisfaction may be factors for success of internal marketing. Second job satisfaction may affect the customer orientation. Third demographical traits of the temporary personnel may be factors for success of internal marketing and job satisfaction. This study has resulted as below through an empirical analysis of how internal marketing in convention can affect job satisfaction and customer orientation.
The followings are the findings of the research.
First, internal marketing factors includings communication, education, working condition, and compensation effects on job satisfaction. Second, the degree of job satisfaction effects on customer satisfaction. Third, the demographic characteristics of the temporary personnel have an affect on the internal marketing factors and the job satisfaction factors except for several items.
This study suggests that the organization needs to realize the importance of the temporary personnel by applying the basic of marketing theory. Employees in an organization have different needs and requests. Therefore, management is read to be knowledgeable about those needs through practicing various internal marketing methods. As another point of view, an organization should try to provide motivation to those employees and encourage them to take positive action within the organization.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 문제제기 및 연구목적 1
• 제2절 연구범위 및 연구방법 3
• 제2장 연구의 이론적 배경 5
• 제1절 컨벤션 산업의 이론적 고찰 5
• 1. 컨벤션 산업의 특징 5
• 2. 컨벤션 산업에서의 인적서비스 7
• 3. 현장종업원 관리에 대한 검토 9
• 제2절 내부마케팅에 대한 이론적 배경 10
• 1. 내부마케팅의 개념 10
• 2. 내부마케팅의 목적 14
• 3. 내부마케팅의 중요성 16
• 4. 내부마케팅의 영향요인 18
• 제3절 직무만족에 대한 이론적 배경 26
• 1. 직무만족의 개념 26
• 2. 직무만족의 중요성 28
• 3. 직무만족의 영향요인 29
• 제4절 직무만족에 관한 이론 33
• 제5절 직무만족의 선행연구 35
• 제6절 고객지향성 37
• 1. 고객지향성의 개념 37
• 2. 고객지향성의 선행연구 39
• 제7절 변숭와의 관계에 관한 선행연구 42
• 1. 내부마케팅과 직무만족과의 관계 42
• 2. 직무만족과 고객지향성과의 관계 46
• 제3장 연구조사방법 48
• 제1절 연구모형과 연구가설의 설정 48
• 1. 연구모형 48
• 2. 연구가설의 설정 49
• 제2절 실증적 조사단계 52
• 1. 조사대상과 자료수집 52
• 2. 설문지의 구성 52
• 3. 변수의 조작정의 및 분석방법 55
• 제4장 실증분석 58
• 제1절 조사 자료의 분석 58
• 1. 표본의 인구통계학적 특성 58
• 2. 요인분석 및 신뢰도분석 60
• 3. 기술통계분석 64
• 제2절 연구가설의 검증 65
• 1. 가설1의 검정 66
• 2. 가설2의 검정 72
• 3. 가설 3-1의 검정 73
• 4. 가설 3-2의 검정 79
• 제5장 결론 86
• 제1절 연구의 요약 및 시사점 86
• 1. 연구의 요약 86
• 2. 시사점 92
• 제2절 연구의 한계점 및 장래연구과제 94
• 참고문헌 95
• ABSTRACT 103
• 설문지 105