내부마케팅이 직무만족, 조직몰입 및 고객지향성에 미치는 영향에 관한 연구 : 우체국의 집배원을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyse the factors affecting the job-satisfaction, organizational commitment, and the customer-orientation on the part of the postmen who are providing postal services facing the customers at the contact points on a daily basis and, thereby, to identify optimum ways of fostering an internal environment conducive to inspiring the salesman's spirit and the customer-consciousness into the hearts of the postmen.
It is important to conduct external marketing toward the customers. To ensure the high quality of service and maximum customer satisfaction, however, it is no less important to pursue internal marketing, for the relationships between the employees and the customers are improved when the latter feel satisfied with their job. Labor-intensive service providers such as Korea Post need to promote internal marketing as their new business mechanism, as it helps the employees to have a service-oriented frame of mind and creates a job environment which enhances productivity. The ever-changing business environment today requires postmen.
This study is particularly aimed to bring to light the importance of job-satisfaction on the part of the postmen who are required, in the ever-changing business environment, not only to deliver mails but to carry out a wide range of other assignments so that the organizational commitment and customer satisfaction may further be enhanced and, thus, contributing to the improvement of the postal service.
To achieve these objectives of this study, the relevant books, treatises and other publications as well as statistical data that are related to job-satisfaction and customer orientation through internal marketing have been referred to in order to establish the theories and methodologies. With a view to verifying certain hypotheses established through the investigation into the references, a survey was conducted from 20th through 30th of October 2006 with the postmen across the country as the target audience. A sample was made up of 460 postmen working at the 23 post offices of grade 4 and grade 5 level representing each province and such metropolitan cities as Seoul, Busan, Daegu, and Daejeon. In the process of the actual analysis, however, 400 survey sheets were used.
In the research model employed in this study, 6 internal marketing activity variables such as "vertical communication", "close working relationship", "support from the superiors", "a variety of job training", "optimum remuneration system" and "comfortable working environment" were chosen as autonomous variables. On the other hand, "job-satisfaction", "organizational commitment" and "customer-orientation" were selected as dependent variables. On top of these, the age, length of service, and individual job perfonnance have also been analysed.
The results of this study may be boiled down to the following:
First, Internal marketing activities within the post office have the highest degree of interrelationship with the postmen's job-satisfaction, as compared to the organizational commitment and customer orientation. It has also been revealed that the superior suppor thas the greatest impact on postmen's job-satisfaction.
Second, the impact of the "variety of job-training" turned out to be the greatest on postmen's organizational commitment and customer orientation. This would mean that job-training can become a tool for levelling up postmen's job-satisfaction and morale.
Third, an analysis was made to see whether the levels of job-satisfaction, organizational commitment and customer orientation differs depending on the length of service and job-performance. It was revealed that the organizational commitment was greater in the case of young postmen who were either below 30, or with the job experience of less than 10 years.
Fourth, The highest degree of job-satisfaction, organizational commitment and customer orientation was shown on those whose postal life insurance sales record was 100 million won or above. It may be interpreted that those who achieved higher business performance had positive opinion of their job as postmen, had satisfaction with what they do and maintained good relationships with the customers.
In view of the results of this study, it can be said that the caring attitude and interest shown by the superiors have the greatest impact on the job-satisfaction and that the element of a variety of job-training exerts more influence on the organizational commitment and postmen's customer-orientation.
It may therefore be concluded that the degree of postmen's job-satisfaction as well as their loyalty to the organization will go up, if the superiors continuously provides, with a caring attitude, those young postmen who have served for the post office less than 5 years with opportunities for a variety of job training. Furthermore, the customer-orientation is more evidently shown by those whose job-performance records are good. Viewed in this light, an expansion of the customer base can indeed be realized if the rational remuneration system is intensified so that the exemplary postmen may be properly rewarded for their brilliant achievements.

목차 (Table of Contents)

• 제1장 서론 1
• 제1절 연구의 배경 및 목적 1
• 1. 연구의 배경 1
• 2. 연구의 목적 3
• 제2절 연구방법 및 구성 4
• 1. 연구방법 4
• 2. 연구의 구성 5
• 제2장 이론적 배경 6
• 제1절 내부마케팅(internal marketing) 6
• 1. 내부마케팅의 개념 6
• 2. 내부마케팅의 목적 7
• 3. 내부마케팅의 내용 10
• 4. 우정사업에서의 내부마케팅 16
• 제2절 직무만족(job satisfaction) 21
• 1. 직무만족의 개념 21
• 2. 직무만족의 영향요인 22
• 3. 직무만족의 선행연구 24
• 제3절 조직몰입(organizational commitment) 25
• 1. 조직몰입의 정의 25
• 2. 조직몰입의 선행연구 27
• 제4절 고객 지향성(customer orientation) 28
• 1. 고객지향성의 개념 28
• 2. 고객지향성의 선행연구 30
• 제5절 변수와의 관계에 관한 선행연구 32
• 1. 내부마케팅 요인과 직무만족간의 관계 32
• 2. 내부마케팅 요인과 조직몰입간의 관계 35
• 3. 내부마케팅 요인과 고객지향성간의 관계 36
• 제3장 연구의 설계 38
• 제1절 연구모형 및 가설 38
• 1. 연구모형 38
• 2. 가설 설정 39
• 제2절 변수의 조작적 정의 및 측정 44
• 1. 내부마케팅 44
• 2. 직무만족 45
• 3. 조직몰입 46
• 4. 고객지향성 47
• 제3절 실증연구의 설계 47
• 1. 조사대상의 선정 및 자료수집 47
• 2. 자료 분석방법 49
• 제4장 실증분석 50
• 제1절 표본의 특성 50
• 제2절 타당성 및 신뢰성 검증 51
• 1. 타당성 검증 51
• 2. 신뢰성 검증 54
• 제3절 변수들 간의 상관관계 분석 56
• 1. 상관관계 분석 56
• 2. 가설의 검증 57
• 3. 가설검증의 요약 66
• 제5장 결론 67
• 제1절 연구결과의 요약 및 의의 67
• 제2절 연구의 시사점 71
• 제3절 연구의 한계 및 향후 연구방향 73
• 참고문헌 76
• ABSTRACT 82
• 부록 설문지 86