컨벤션센터의 내부마케팅이 직원의 직무만족과 조직몰입에 미치는 영향 : 서비스품질 평가의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study is to research on the correlation between the internal marketing factors of Convention Center and the impact of job satisfaction and organizational commitment, which eventually have a control effect on service quality. The results of the analysis and hypothesis are as follows. First, as a result of examining whether the internal marketing factors of Hypothesis 1 had a positive effect on employee job satisfaction, the management support and compensation system had a positive effect. However, educational training, internal communication, and authority delegation seemed to have no meaningful impact on that. This showed that the satisfaction of the occupation of the convention center workers is more influenced by interest and support on the part of management and a fair and appropriate compensation system. This is due to the service characteristics of convention center work, where service quality depends on the service attitude of the employees. Second, as a result of examining Hypothesis 2, whether internal marketing factors had a positive influence on the organizational commitment of employees, it was found that all factors except internal communication had a positive effect. While job satisfaction is much reflected in personal tendency, attachment and immersion of the employees working in the service sector to the organization are recognized by the organization and the appropriate compensation and the delegation of authority in the service field plays an important role in the social relationship with businesses. The third one, Hypothesis 3, that job satisfaction has a positive effect on organizational commitment showed positive correlation with organizational commitment. This indicates that the employees of the center strengthened their attachment and commitment to the organization formed through a variety of reasons while working in the company. Fourth, the result of examining Hypothesis 4 that there is a control effect on service quality in the relation of internal marketing factors and job satisfaction, education and training, the management support, and compensation system intensified job satisfaction of the employees. However, internal communication and authority delegation do not have the significant impact on it. Fifth, as a result of examining Hypothesis 5 that there is a control effect on service quality in the relation of internal marketing factors and organizational commitment, education and training, management support, compensation system, and authority delegation reinforced organizational commitment of the employees, while internal communication has no meaningful impact on it. Sixth, through the verification of the difference of job satisfaction and organizational commitment of the center employees, it showed that the job satisfaction are highest in order of EXCO, ICC JEJU and BEXCO, whereas DCC, KINTEX and CECO are ranked high in the organization commitment. Based on the results of the study, the following implications are suggested. First, the analysis of the status of the convention center shows that the environment surrounding the company is becoming more difficult, and more innovative strategies are needed. In order to maintain a leading position in the MICE industry, which is currently experiencing intensified competition, it is imperative to improve the structure of convention revenue first. The poor profitability compared to the huge facility investment suggests the need for more responsible management. Considering the fact that the other convention centers except for COEX are in deficit, it is necessary to attract diversified conventions and exhibitions through business diversification and aggressive marketing strategies, and to diversify profit base through securitization of idle facilities. Second, through internal marketing factor analysis of the convention center, employees showed importance in order of management support, authority delegation, compensation system, and internal communication. This is a result of showing the importance of management's interest and support due to the nature of service companies. Therefore, it is necessary for the management of the convention center to strengthen human relationships through the initiative and communication with the employees in promoting the center's internal marketing strategy. Third, the job satisfaction of convention center employees is relatively high. Especially, they showed high satisfaction in relation with their supervisors, satisfaction in the order of organization atmosphere, performance work, work volume, and convention vision. This is consistent with the fact that management support is important as suggested by internal marketing factors. Therefore, we should strive to grow into a sustainable company by making good use of the current vertical relationship. Fourth, the organizational commitment of the employees of the convention center is quite high. Especially, emotional attachment, value of work, pride in the center, motivation to continue working, and high sense of belonging were the highest in order. Among surveyed workers, 89.7% had more than three years of work experience, which is likely to have influenced the evaluation, but pride in the center is high. Therefore, it is necessary to utilize the high organizational commitment of employees to implement more creative and enterprising management strategies. Fifth, the results of the study on the convention service quality can be interpreted as reflecting the characteristics of the service company. The employees of the center suggest their importance in terms of reliability, confidentiality, tangibility, empathy, and responsiveness. This is a result of the recognition that the reliability of the convention service is important in view of the fact that the majority of customers looking for the convention are international conference, corporate meeting and exhibition visitors. In addition, there is an evaluation that employees perceive strongly that the customer's problem is their own problem through the care, consideration and sympathy for the customer in the service provided to the customer. Service has characteristics in being easy to imitate and standardize, and service quality differs according to personal capacity, and it is consumed at the same time as production and cannot be stored. Therefore, continuous education and training and proper delegation should be managed to enable creative service delivery at the service site. Although this paper provides some useful strategic implications, it has limitations and general implications for future studies in generalizing the results of research. First, there is a limit to the cross-sectional study in which this study is based on data collected at a specific time. In order to improve the quality of research, it is necessary to carry out a longitudinal survey to examine the results of a specific sample group. Second, this study may limit the generalization of the results of the research on the employees who work at the convention center. Therefore, in future research, it is necessary to conduct cross-research on employees, PCOs, related organizations, and related departments of local governments. Third, in the statistical processing method of this study, exploratory factor analysis was performed mainly with the SPSS statistical method, and it was verified by regression analysis. For more sophisticated analysis, using the structural equation model through AMOS technique or LISREL technique if the analysis is performed, the reliability of the verification result will improve.

국문 초록 (Abstract)

본 논문은 컨벤션센터의 내부마케팅 구성요인과 직무만족, 조직몰입에 미치는 영향과 서비스품질의 조절효과에 대해 실증적으로 연구하였다. 분석 결과 및 가설에 대한 검증결과는 다음과 같다. 첫째, <가설1>의 컨벤션센터의 내부마케팅 요인이 종사원의 직무만족에 정(+)의 영향을 미치는지를 검증한 결과, 경영층지원과 보상시스템은 정(+)의 영향을 미치고 있었으나 교육훈련, 내부커뮤니케이션, 권한위임에서는 유의미한 영향이 없었다. 이는 컨벤션센터의 종사원들의 직무에 대한 만족은 경영층의 관심과 지원 및 공정하고 적절한 보상시스템 유무에 더 많은 영향을 받고 있다는 것을 보여주는 결과이다. 서비스품질이 종사원의 서비스 태도에 의존하는 컨벤션센터의 서비스 특성에 기인한 결과로 분석된다. 둘째, <가설2>의 내부마케팅 요인이 종사원의 조직몰입에 정(+)의 영향을 미치는지를 검증한 결과, 내부커뮤니케이션을 제외한 모든 요인에서 정(+)의 영향을 미치고 있었다. 직무만족은 개인적인 성향이 많이 반영된다는 특징과는 다르게 서비스 업종에 근무하는 종사원들의 조직에 대한 애착과 몰입은 조직에서 인정 받고, 그에 따른 적절한 보상, 그리고 서비스 현장에서의 권한위임 등이 기업과의 사회적 관계에서 더 중요한 영향요인임을 보여주는 결과이다. 셋째, <가설3>의 직무만족은 조직몰입에 정(+)의 영향을 미치는지를 검증한 결과, 높은 상관관계를 보여주고 있었다. 이는 센터의 종사원들은 기업에서 근무함에 있어 다양한 원인에 의해 형성된 직무만족은 조직에 대한 애착과 몰입을 더 강화시키고 있음을 알 수 있었다. 넷째, <가설4>은 컨벤션센터의 내부마케팅 요인과 직무만족과의 관계에서 서비스품질의 조절효과를 검증한 결과, 교육훈련, 경영층지원, 보상시스템은 종사원의 직무만족을 더 높이는 요인으로 나타나고 있었지만, 내부커뮤니케이션, 권한위임은 유의한 관계가 없었다. 다섯째, <가설5>의 컨벤션센터의 내부마케팅 요인과 조직몰입과의 관계에서 서비스품질의 조절효과를 검증한 결과, 교육훈련, 경영층지원, 보상시스템, 권한위임은 종사원의 조직몰입을 더 높이는 요인으로 나타나고 있었지만, 내부커뮤니케이션은 유의한 관계가 없었다. 여섯째, 컨벤션센터별 종사원의 직무만족과 조직몰입의 차이검정을 한 결과, 직무만족은 EXCO, ICC JEJU, BEXCO순으로 높았고, 조직몰입은 DCC, KINTEX, CECO순으로 높게 나타났다.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구 배경 1
• 2. 연구 목적 4
• 3. 연구 방법 및 논문의 구성 5
• Ⅱ. 이론적 배경 7
• 1. 컨벤션산업의 현황 7
• 1) 컨벤션의 의의 7
• 2) 컨벤션산업의 특징과 효과 8
• 3) 컨벤션산업의 동향 10
• 2. 내부마케팅 15
• 1) 내부마케팅의 의의 15
• 2) 내부마케팅의 구성요인 18
• 3) 내부마케팅의 선행연구 25
• 3. 직무만족 28
• 1) 직무만족의 의의 28
• 2) 직무만족의 영향요인 30
• 2) 직무만족의 선행연구 33
• 4. 조직몰입 34
• 1) 조직몰입의 의의 34
• 2) 조직몰입의 구성요인 36
• 3) 조직몰입의 선행연구 39
• 5. 서비스품질 41
• 1) 서비스품질의 의의 41
• 2) 서비스품질의 측정방법 및 구성요인 45
• 3) 서비스품질의 선행연구 48
• Ⅲ. 연구 설계 및 방법 50
• 1. 연구모형 50
• 2. 연구가설 51
• 1) 내부마케팅 구성요인과 직무만족 51
• 2) 내부마케팅 구성요인과 조직몰입 54
• 3) 직무만족과 조직몰입 56
• 4) 내부마케팅과 직무만족 간의 서비스품질의 조절효과 57
• 5) 내부마케팅과 조직몰입 간의 서비스품질의 조절효과 59
• 3. 변수의 조작적 정의 및 측정 59
• 1) 내부마케팅 구성요인 60
• 2) 직무만족 61
• 3) 조직몰입 62
• 4) 서비스품질 63
• 4. 조사 설계 64
• 1) 조사 방법 64
• 2) 분석 방법 64
• 3) 설문의 구성 65
• Ⅳ. 실증분석 66
• 1. 표본의 특성 66
• 2. 신뢰도와 타당성 분석 67
• 1) 측정요인별 신뢰도와 타당성 검증 67
• 2) 주요 개념 간 상관관계 70
• 3. 가설 검증 72
• 1) 내부마케팅 요인과 직무만족 간의 관계 73
• 2) 내부마케팅 요인과 조직몰입 간의 관계 74
• 3) 직무만족과 조직몰입 간의 관계 75
• 4) 내부마케팅과 직무만족 간에서 서비스품질 조절효과 76
• 5) 내부마케팅과 조직몰입 간에서 서비스품질 조절효과 80
• 6) 컨벤션센터별 차이분석 83
• Ⅴ결 론 86
• 1. 연구결과의 요약 86
• 2. 연구의 시사점 87
• 1) 이론적 시사점 87
• 2) 실무적 시사점 88
• 3. 연구의 한계 및 향후 연구 89
• * 참고 문헌 91
• * 설문지 101
• * ABSTRACT 107