부산지역 호텔·외식기업 식음료 종사원의 내부마케팅이 감정노동, 고객지향성 및 서비스 제공 수준에 미치는 영향 연구 = A Study on the Effect of Deluxe hotel & Food Service Industry Internal Marketing on Emotional labor, Customer orientation and Service level provided of F&B Employees in Busan

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the influence of the
relationships among the internal marketing, emotional labor, customer orientation and service level based on employees who work in department of food &beverage in hotels and food service corporations.
And it is meaningful that the hotel and food service corporations can achieve more productive and efficient management of human resources.
The result of this study is as summarized as following.
First, it has found that internal communication and training of the sub-factors of internal marketing have the positive meaningful effect on emotional labor.
Second, it has found that authority delegation and internal
communication of the sub-factors of internal marketing have the positive meaningful effect on customer orientation.
Third, education&training, internal communication and authority delegation of the sub-factors of internal marketing have significant influence on service level.
Next, emotional labor has the positive meaningful effect on
customer orientation and service level.
Finally, customer orientation has the positive meaningful effect on service level.

국문 초록 (Abstract)

본 연구는 호텔 및 외식기업의 식음료 부서에 종사하는 종사원을 대상으로 내부마케팅(Internal Marketing)과 감정노동(Emotional labor), 고객지향성(Customer orientation) 및 서비스 제공 수준(Service level) 간의 영향관계를 분석함으로써 호텔 및 외식기업의 생산성을 높이고, 종사원들의 효율적인 관리방안을 모색하였다. 구의 목적을 달성하기 위하여 본 연구는 다음과 같은 연구 과제를 행하였다. 첫째, 내부마케팅, 감정노동, 고객지향성, 서비스 제공 수준에 관한 이론적 선행연구를 고찰하였다. 둘째, 내부마케팅, 감정노동, 고객지향성, 서비스 제공 수준 간의 영향관계에 관한 가설을 세하고 실증분석을 통해 결과를 나타내었다. 셋째, 실증분석을 통한 연구결과를 토대
로 호텔 및 외식기업의 생산성을 높이고, 종사원들의 효율적인 관리방안을 모색하였다.
본 연구의 구성은 총 다섯 개의 장으로 구성되어 있으며 각 장은 다음과 같은 내용을 중심으로 구성되었다. 제1장은 서론으로 연구배경 및 구목적과 연구 방법 및 구성 등에 대하여 기술하였다. 제2장은 이론적 배경으로 기존의 문헌고찰을 통해 내부마케팅, 감정노동, 고객지향성, 서비스 제공 수준에 대한 이론적인 개념을 살펴보고, 선행연구를 이용하여 본 연구의 토대를 마련하였다. 제3장은 실증조사 준비 단계로 기존의 선행연구를 통해 도출한 설문지를 작성하고, 실제 설문조사를 통해 얻은
자료를 검증하기 위해 측정항목 평가, 연구모형 및 연구가설을 설정하였다. 제4장은 실증조사 결과 분석으로 연구모형에 따른 실증분석과 그에 대한 연구가설에 대한 결과를 제시하였다. 제5장은 결론으로 연구결과를 요약 및 정리하고 연구의 시사점을 제시하였으며, 연구의 한계점 및 향후 연구방향을 제시하였다.
본 연구의 결과를 살펴보면, 첫째, 내부마케팅이 감정노동에 영향을 미칠 것이라는 가설에서 내부마케팅 요소 중 내부커뮤니케이션과 교육훈련이 감정노동에 영향을 미치는 것으로 나타났다. 둘째, 내부마케팅이 고객지향성에 영향을 미칠 것이라는 가설에서 내부마케팅 요소 중 권한위임과 내부커뮤니케이션이 고객지향성에 영향을 미치는 것으로 나타났다.
셋째, 내부마케팅이 서비스 제공 수준에 영향을 미칠 것이라는 가설에서 내부마케팅 요소 중 교육훈련, 내부커뮤니케이션과 권한위임이 서비스제공 수준에 영향을 미치는 것으로 나타났다. 넷째, 감정노동은 고객지향성에 영향을 미칠 것이라는 가설에서 감정노동은 고객지향성에 영향을미치는 것으로 나타났다. 다섯째, 감정노동이 서비스 제공 수준에 영향을미칠 것이라는 가설에서 감정노동이 서비스 제공 수준에 영향을 미치는것으로 나타났다. 여섯째, 고객지향성이 서비스 제공 수준에 영향을 미칠
것이라는 가설에서 고객지향성이 서비스 제공 수준에 영향을 미치는 것으로 분석되었다.

목차 (Table of Contents)

• Ⅰ. 서 론 ·············································································································1
• 1. 문제의 제기 및 연구의 목적 ···································································1
• 2. 연구의 방법 및 연구의 범위 ···································································3
• Ⅱ. 이론적 배경 ································································································5
• 1. 내부마케팅의 개념 ·····················································································5
• 가. 내부마케팅의 정의 ···············································································5
• 나. 내부마케팅의 특성 ···············································································9
• 2. 감정노동의 개념 ·······················································································17
• 3. 고객지향성의 개념 ···················································································19
• 4. 서비스 제공 수준의 개념 ·······································································23
• Ⅲ. 실증조사 준비 ·························································································27
• 1. 연구모형 및 연구가설 설정 ···································································27
• 가. 연구모형 ·······························································································27
• 나. 연구가설 ·······························································································28
• 다. 변수의 조작적 정의 ···········································································31
• 2. 연구조사 및 연구방법 ·············································································33
• 가. 모집단의 정의 및 표본의 설계 ·······················································33
• 나. 설문지의 구성 ·····················································································34
• 다. 분석방법 ·······························································································35
• Ⅳ. 실증조사 결과 분석 및 요약 ·····························································36
• 1. 자료분석 ·····································································································36
• 가. 표본의 인구통계학적 특성 분석 ·····················································36
• 나. 신뢰성 검증 ·························································································38
• 다. 타당성 검증 ·························································································40
• 라. 상관관계 분석 ·····················································································44
• 2. 분석결과 ·····································································································45
• 가. 연구가설 검증 ·····················································································45
• 나. 분석결과의 요약 ·················································································51
• Ⅴ. 결 론 ···········································································································53
• 1. 연구의 요약 및 연구의 시사점 ·····························································53
• 2. 연구의 한계 및 향후 연구방향 ························