호텔의 인터널 마케팅에 관한 연구 : 서울 시내 특1급 호텔을 중심으로

다국어 초록 (Multilingual Abstract)

This study is concerned with the internal marketing of a hotel in Korea. The hotel industry is in charge of playing a pivotal role in the tourism industry and presenting wide varieties of facilities and services. Higher degree human management also is needed in the hotel industry, because human service is important.
The idea of modern marketing is customer-oriented in order to satisfy customers’ needs and wants. The primary task of implementing this customer-oriented management is to meets the needs and wants of employees who have direct contact with customers. The reason for it is that Contact Personnels’ consciousness and level of quality service have an effect on the degree of customers’ satisfaction. This may be the key to the success of hotel management.
Service companies have two kinds of special marketing in the marketing of hospitality, that is, internal marketing and relationship marketing. Relationship marketing is defined as marketing to protect the customer base. It sees the customer as an asset. Its function is to attract, maintain, and enhance customer relations.
Internal marketing means applying the philosophies and practices of marketing to people who serve the customers, so that the best possible people can be employed and retained, and they will do the best possible work.
Internal marketing is marketing activity for the employees of the organization. It sees the employees as the internal customer and the job as the internal product. Looked at from this perspective, the job must satisfy the needs and wants, and solve the problems of the employees. It’s overall objective is to develop motivated and customer-conscious personnel.
From the views above, this study is being made to find the relationship between the motivated, customer-conscious employees, and internal marketing policies of hotels. Questionnaires were administered to 300 subjects for the study. But 229 questionnaires were collected from the employees at ten super deluxe first class hotels in Seoul.
From this study analysis, I obtained some results as follows.
First, it is found that there are differences between the employees’ motivated customer-conscious attitude in independent hotels and chain hotels. Independent hotels need to have interest in the development of employees, chain hotels need to have interest in the job itself and tactfulness of employees.
Secondly, it is found that there are differences between the employee’s motivated customer-conscious attitudes, and sex distinction, age, educational background, position status, length of their service, marriage, working department, and wages. At this point, in internal marketing strategies, we should take it into account that there are individual differences among the employees.
Thirdly, it is found that as internal marketing policies of hotels become better, the employees’ motivated customer-conscious attitude factors become higher. This proves that internal marketing policies are important. So, the following are internal marketing strategies.
1) The investigation of Contact-Personnels’ well-being should be required.
2) The introduction of a career plan should be required.
3) The strengthening of communication strategies should be required.
4) A training policy with a broader scope and greater diversity should be required.
5) The benefit segmentation strategies should be required.
Fourth, and most importantly, it is found that there is a lack of consciousness regarding the employee as an internal customer.
Consequently, the primary task of implementing this internal marketing is the change of consciousness. This will lead to successful internal marketing and development of better sercive companies.