內部마케팅이 顧客指向性과 서비스品質에 미치는 影響

다국어 초록 (Multilingual Abstract)

An important ingredient of business strategic planning is a organization's core competency. Properly managed core competency can lead to a competitive advantage, an increase in market share and increased profits for the organization. One of competitive advantages is delivering a excellent customer service that leads unwavering customer loyalty. Internal marketing is the key to superior service and external marketing success.
The objective of this study is to examine the relation among internal marketing, customer orientation, service quality, and customer satisfaction.
Data was collected from the public organization employees and its own customers. After a self-report and personal interviews were conducted, the 228 sets of data were collected from the public organization employees and another 125 sets of data were collected from its own customers. The data were analyzed with spss 10.0 for windows. The effects of internal marketing on customer orientation, service quality and customer satisfaction were analysed by multiple regression, ANOVA.
The results can be summarized as follows;
First, internal marketing affects customer orientation, service quality, and customer satisfaction. The second, customer orientation affects service quality and customer satisfaction. The last, service quality affects customer satisfaction.
Based on these results, the following suggestions can be provided. The intangible nature and complexity of service mean that the employees' role as a service encounter is crucial. The employees are the key to the delivery of a superior service quality and business performance that depends on employees' ability and the motivation. To accomplish this strategy, top management must fully encourage it. Thus, the idea of internal marketing must be supported by the top and be communicated to the employees.
In short, it is necessary for organization to adopt a strategic perspective of internal marketing. Marketing should be encouraged as a business philosophy that guides, not only the relationships with external customers but also with employees.

목차 (Table of Contents)

• 목차
• ABSTRACT = v
• 제I장 서론 = 1
• 제1절 연구배경 = 1
• 제2절 연구목적 및 구성 = 3
• 1. 연구의 목적 = 3
• 2. 연구의 구성 = 4
• 제II장 연구의 이론적 고찰 = 6
• 제1절 내부마케팅에 관한 문헌연구 = 6
• 1. 내부마케팅 개념의 발전 = 6
• 2. 내부마케팅의 선행연구 = 9
• 3. 내부마케팅의 구성요소 = 14
• 제2절 서비스품질 = 19
• 1. 서비스품질의 개념 = 19
• 2. 서비스품질의 중요성 = 22
• 3. 서비스품질 모델 = 24
• 제3절 고객지향성과 만족 = 29
• 1. 고객지향성 관련연구 = 29
• 2. 고객만족의 정의 = 39
• 3. 고객만족의 결정요인 = 42
• 4. 고객만족의 결과변수 = 43
• 제III장 연구설계 = 45
• 제1절 연구모형 = 45
• 제2절 연구가설 = 46
• 제3절 조사설계 = 49
• 1. 표본설계와 자료수집 = 49
• 2. 설문구성 및 자료분석방법 = 50
• 3. 측정변수에 대한 확인 = 51
• 제IV장 실증분석 = 54
• 제1절 표본특성 = 54
• 제2절 측정항목의 평가 = 56
• 1. 신뢰성 및 타당성 분석 = 56
• 2. 요인분석 = 57
• 제3절 가설검정 = 59
• 1. 내부마케팅과 고객지향성의 영향관계(H1; H1-1∼H1-5) = 59
• 2. 내부마케팅과 서비스품질의 영향관계(H2; H2-1∼H2-5) = 60
• 3. 고객지향성이 서비스품질과 고객만족에 미치는 영향관계(H3, H4) 61
• 4. 서비스품질이 고객만족에 미치는 영향관계(H5; H5-1∼H5-5) = 62
• 5. 내부마케팅과 고객만족간의 영향관계(H6) = 64
• 6. 근무지와 근무년수에 따른 내부마케팅, 고객지향성, 종업원 만족의 차이(H7; H7-1∼H7-3) = 65
• 제4절 가설검증의 결과요약 = 70
• 제V장 결론 = 71
• 제1절 연구결과의 요약 및 결론 = 71
• 1. 요약 및 결론 = 71
• 2. 연구의 시사점 = 74
• 제2절 연구의 한계점 및 연구방향 제시 = 76
• 참고문헌 = 77
• 설문지 = 88