내부마케팅에서 코칭이 직무만족과 조직몰입 및 고객지향성에 미치는 영향에 관한 연구 = A study on the effects of coaching in internal marketing on job satisfaction, organizational commitment, and customer orientation

다국어 초록 (Multilingual Abstract)

The purpose of this article is to analyze and to verify the effect of coaching in internal marketing on job satisfaction, organizational commitment, and customer orientation subjecting on company workers. Through this, growing the capability to respond to rapidly changing organizational environment, searching for supporting system of organizational level to improve job satisfaction, organizational commitment, and customer orientation of organization members, and studying the role of coaching in company are the meanings of this study.
Based on variables extracted through literature review and the relation with them, we established the study model, set a hypothesis in order to define the relation among each variable, and implemented empirical analysis for verifying the hypothesis.
5-point scale was used for analyzing the effect of coaching on job satisfaction, organizational commitment, and customer orientation, data of 1,059 employees working at a company located on metropolitan area were used for actual analysis, and hypothesis verification was implemented based on analyzed results. As for analyzing methods, frequency analysis for arranging demographical variables, means for recognizing the characteristics of variables, technical analysis for obtaining standard deviation, and reliability analysis & factor analysis for verifying reliability and validation among items were used.
In order to recognize the recognition level to variables and factors, descriptive analysis was used and for recognizing correlation degree among factors, correlation analysis was used. We implemented factor analysis to recognize the validation of scale, measured internal consistency using Cronbach's alpha coefficient for reliability analysis, and implemented confirmatory factor analysis and the analysis to study model with Amos & Spss programs.
According to study results, relation between coaching process and job satisfaction showed a significance and it is also identified that coaching process and organizational commitment also showed a significant and positive correlation in part. In addition, it is indicated that it also impact a significant effect on coaching process and customer orientation in part and it is investigated that the effect of job satisfaction on organizational commitment has a significance. It is also investigated that the effect of organizational commitment on customer orientation has a significance. However, it is investigated that job satisfaction does not impact on customer orientation. Therefore, the result that organization member who is satisfied with own job does not impact same influence both on organizational commitment and customer orientation was concluded.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 1 절 연구의 필요성과 목적 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 3
• 제 2 절 연구의 범위와 방법 4
• 제 2 장 이론적 배경 6
• 제 1 절 내부마케팅 6
• 1. 내부마케팅의 개념 6
• 2. 내부마케팅의 구성요인 9
• 3. 내부마케팅의 선행연구 17
• 제 2 절 코칭 19
• 1. 코칭의 개념 19
• 2. 코칭의 구성요인 25
• 3. 코칭과 멘토링, 카운슬링 비교 30
• 4. 코칭의 선행연구 32
• 제 3 절 내부마케팅으로서 코칭 35
• 1. 코칭 리더 35
• 2. 내부마케팅으로서의 코칭 36
• 제 4 절 직무만족 39
• 1. 직무만족의 개념 39
• 2. 직무만족의 선행연구 42
• 제 5 절 조직몰입 48
• 1. 조직몰입의 개념 48
• 2. 조직몰입의 선행연구 51
• 제 6 절 고객지향성 55
• 1. 고객지향성의 개념 55
• 2. 고객지향성의 선행연구 57
• 제 3 장 연구설계 및 분석방법 59
• 제 1 절 연구모형 59
• 제 2 절 가설의 설정 60
• 제 3 절 변수의 조작적 정의 66
• 제 4 절 조사 설계 68
• 제 4 장 실증분석 및 결과 71
• 제 1 절 표본의 인구통계학적 특성 71
• 제 2 절 측정도구의 신뢰성과 타당성 분석 73
• 1. 신뢰성 분석 73
• 2. 타당성 분석 75
• 제 3 절 일반적 기초통계 분석 85
• 제 4 절 상관관계 분석 104
• 제 5 절 실증 분석 결과 105
• 제 5 장 결 론 112
• 제 1 절 연구결과의 요약 112
• 제 2 절 연구의 시사점 113
• 제 3 절 연구의 한계점 및 앞으로의 연구방향 116
• 참고문헌 118
• ABSTRACT 131
• 부록 133