호텔내부마케팅의 인지된 경영성과에 관한 연구 : 특급호텔연회근무자를 중심으로 = (A) study of internal marketing influencing to management outcomes in hotel industries : focused on the banquet employees of five-star hotels

다국어 초록 (Multilingual Abstract)

Hotel further highly depends on the human power service rather than manufacturing and selling parts need it. Hotel is a professional service enterprise which puts the very important point on human power service as the employee in hotel. Banquet department in a part of the Food & Beverage performs its duties as the key sector, discovering strategically markets, creating new customers, and offering visible and invisible services. External Marketing as the sales promotion for the hotel banquet is naturally required. But controlling employees are totally significant in fulfilling promises with customers.
Therefore, hotel service demands on the mental and physical capabilities in order to enhance partnership and internal communication. The service quality would be low if there are not enough co-operation and interaction between co-workers each other. The study in the market places is focused on the demands of employees. The consequence on customer satisfaction is up to the service from hotel employees' efforts. In the study on the internal marketing, the influence on employee satisfaction has been appeared in different ways, and researchers have been presenting each different result. Therefore this study has been done in targeting the customer satisfaction by employees posted to hotel banquet, and then it has compared the employee satisfaction with the management performance in a center of the internal marketing.
Presenting the purpose of this study, first, the existed studies related to the internal marketing of the enterprises in a field of service was summarized, being arranged and being analyzed, and then as presenting the evidence whether the internal banquet marketing is able to share a theoretical frame with other service enterprises, this has organized the employee satisfaction and theories of the management performance.
Second, the factors of the internal marketing and its performance have been discovered by this study so as for enhancing the internal communication and the cooperation organization to develop the management performance in hotel banquet as the theoretical organization and examination.
Third, the influence of reaching to the management performance is apparently comprehended in observing the relation of employee satisfaction in a preceding variable of the internal marketing.
Fourth, a perceiving difference of the management performance is comprehended in the working aspects and the population statistic aspects by hotel banquet employees.
Fifth, five-star and six-star hotels located in Seoul, Pusan, Gyeongju, and Jeju where are the four representative hotels as sightseeing cities are practically analyzed, and the proper reason of a measuring variable is proved. A model which is available to apply realistically is presented in comprehending the specific human relation between those variables in a structure,
Sixth, the practical analysis presents a concrete method in order to improve the management performance of the hotel banquet.
With the preceding theory and study, the practical study related to the existed internal marketing is performed in a method to achieve a purpose of it. A model in a basis of documents proves practically the theory of the relation between the employees' satisfactions and the management performance. Also, the influencing relation of the internal marketing of a harmony between employers and employees is perceived. Cross tabulation analysis, factor analysis, multiple regression analysis, and MANOVA is carried out in using SPSS 14.0 Program as a measure of analyzing the whole hypothesizes and of proving them.
A Spatial range for a study is established in Seoul, Pusan, Gyeongju, and Jeju as the four sightseeing cities. Also, the targets of a study is defined in only customers and employees. The main strategy limitedly ranged the internal marketing, the employees' satisfactions, and the relation of the management performance.
In a proved hypothesis which is constructed in a theoretical evidence of a model, the internal marketing meaningfully affected the employee satisfaction and the management performance. Although the specific of the population statistic did not have the interactional influence on the management performance, the interaction was originated in the working place, the level of hotel, the department position, the working period. This study has attempted to construct a model which was defined by the interactional relation, abstracting the related variables through the preceding research. Also, it has arranged the conception of the internal marketing which needs to be adopted in hotel.
At the below, there are some points on carrying out the effective marketing through the performance.
Above all, the internal marketing must be ultimately understood as the procedural active for the customer satisfaction. So employers must take measures in order to lessen at least the strength of all conflicts which employees always face customers, although the ambiguous role of playing to serve is unable to be removed. Also, they have to employ people who have their own emotions in giving services, to teach them how to react at customers' requests, to record an employee’s behaviors to point out for perceiving their own duties. Managers at each department must have an authority to be able to promptly carry out a customer’s requests. Also, each manager’s orders should not overlap with the other manager’s orders. Employers have to understand employees’ distresses, and to offer measures of being able to improve the service conduct systemically. Also, they have to know what the right answer about improving the service quality hypothesis is to give enough economic compensation to employees, to get respect and intimacy with employees.
Hotel’s product as service is produced and consumed, and estimated at the same time. Also, it is affected by consumers’ experiences and their mouths’ words transmitting to other people. And situation and background such as atmosphere and facility are becoming the important elements for revaluating the service quality. Customers revaluate the hotel service in satisfaction or dissatisfaction after they consumed it, comparing with their expectation. So employers should systemically manage employees to be able to concentrate on each their jobs with knowledge and responsibility, to carry out effectively each role in the working group, before employee has one’s own beliefs.
The systemic management with harmony would be always needed through mediating mutually each department’s employees, if hotel hopes developing service quality onto a high level which purpose is to increase much better income in making many regular customers, and to compete with same kind companies.

목차 (Table of Contents)

• 제 1장 서 론 = 1
• 제 1절 연구의 배경 = 1
• 제 2절 연구의 목적 = 3
• 제 3절 연구의 범위와 방법 = 4
• 제 2장 이론적 배경 = 7
• 제 1절 내부마케팅 = 7
• 1. 호텔 내부마케팅의 개념체계 = 7
• 1) 내부마케팅의 정의 = 7
• 2) 내부마케팅의 영향요인 = 10
• 2. 부서업무지원에 함축적 의의 = 13
• 1) 업무지원의 의의 = 13
• 2) 업무지원의 중요성 = 15
• 제 2절 호텔근무자만족 = 16
• 1. 호텔근무자만족의 개념적 이해 = 16
• 1) 호텔근무자만족의 정의 = 16
• 2) 호텔근무자만족의 의의 = 18
• 2. 호텔근무자만족의 측정요인 = 20
• 제 3절 호텔경영성과 = 23
• 1. 호텔경영성과의 정의 = 23
• 2. 호텔경영성과의 특성 및 의의 = 23
• 3. 호텔경영성과의 측정요인 = 24
• 1) 재무적 경영성과 = 24
• 2) 비재무적 경영성과 = 27
• 제 4절 호텔연회 = 31
• 1. 호텔연회의 개념과 종류 = 31
• 1) 호텔연회의 개념 = 31
• 2) 호텔연회상품의 종류 = 32
• 2. 호텔연회관련 부서 = 33
• 3. 국내 호텔연회의 현황분석 = 35
• 제 5절 선행연구 = 37
• 1. 내부마케팅에 관한 선행연구 = 37
• 1) 호텔기업의 내부마케팅 = 37
• 2) 관광관련 기업의 내부마케팅 = 40
• 3) 일반기업의 내부마케팅 = 41
• 2. 호텔근무자만족에 관한 선행연구 = 45
• 3. 경영성과에 관한 선행연구 = 46
• 제 3장 연구의 개념적 틀과 조사 설계 = 50
• 제 1절 연구모형 과 가설 = 50
• 1. 연구모형의 설계 = 50
• 2. 연구가설의 설정 = 52
• 1) 호텔연회 내부마케팅의 근무자만족도에 관한 가설 = 52
• 2) 호텔연회 내부마케팅의 인지된 경영성에 관한 가설 = 53
• 3) 호텔연회 근무자만족도의 인지된 경영성과에 관한 가설 = 55
• 4) 인구통계 및 근무적 특성의 인지된 경영성과에 관한 가설 = 56
• 제 2절 조사설계 = 56
• 1. 표본설계 = 56
• 2. 변수의 조작적 정의와 설문지 구성 = 57
• 1) 변수의 조작적 정의 = 57
• 2) 설문지 구성 = 63
• 3. 자료의 수집 = 64
• 4. 가설의 분석체계 = 65
• 제 4장 실증조사 및 결과분석 = 67
• 제 1절 표본의 특성 = 67
• 제 2절 응답자의 인구통계 및 근무적 특성 분석 = 69
• 1. 성별과 근무적 특성간의 교차분석 = 69
• 2. 연령과 근무적 특성간의 교차분석 = 70
• 3. 학력과 근무적 특성간의 교차분석 = 72
• 4. 급여와 근무적 특성간의 교차분석 = 75
• 제 3절 신뢰도와 요인분석 = 78
• 1. 호텔연회 내부마케팅에 대한 요인분석 = 78
• 2. 호텔연회 근무자만족도에 대한 요인분석 = 80
• 3. 인지된 경영성과에 대한 요인분석 = 81
• 제 4절 호텔연회 내부마케팅요인의 영향력 분석 = 83
• 1. 호텔연회 내부마케팅요인과 근무자만족요인의 영향력 분석 = 83
• 2. 호텔연회 내부마케팅요인과 인지된 경영성과요인의 영향력 분석 = 84
• 3. 호텔연회 근무자만족요인과 인지된 경영성과요인의 영향력 분석 = 86
• 제 5절 표본특성에 따른 인지된 경영성과 영향력 분석 = 87
• 1. 인구통계적 특성과 인지된 경영성과 = 87
• 2. 근무적 특성과 인지된 경영성과 = 95
• 제 6절 분석결과에 대한 종합적 논의 = 112
• 1. 분석결과의 종합 = 112
• 2. 연구결과에 대한 시사점 = 122
• 제 5장 결 론 = 124
• 제 1절 연구의 요약 = 124
• 제 2절 연구의 한계 및 향후 연구방향 = 129
• 참고문헌 = 131
• 설문지 = 142
• ABSTRACT = 149