호텔기업의 내부마케팅이 종업원태도와 서비스품질 및 고객반응에 미치는 영향에 관한 실증연구 = (An) empirical study on the influence of internal marketing on the attitude of employees, the quality of service and the response of customers in hotel industry

다국어 초록 (Multilingual Abstract)

This study reviewed the theories and researches of internal marketing and verified the influence of internal marketing on the attitude of employees. This study also clarified the relationship between the attitude of employees influenced by internal marketing and the quality of service. The model and hypothesis of this dissertation were established to verify the influence of service quality managed by internal marketing on the response of customers. The result of this empirical study in hotel industry showed that internal marketing was doing an important role in changing employees' attitude, service quality management and repurchase behavior. The internal marketing activities such as communication, welfare system, and education program regard employees as internal customers and allow employees continuous motivation and self-development opportunity.
So this study showed that internal marketing can be an important strategic marketing tool in hotel industry. The effective communication system through various communication channels, proper welfare system, and systematic education program could make employees satisfy in their tasks and enhance royalty to their organization. Furthermore, favorable employees' attitude by internal marketing could improve service, and the quality service could produce customers' satisfaction and repurchase intention. Finally the object of customer-oriented marketing can be accomplished.
This study could be meaningful, because this study clearly verified the influence of internal marketing on the attitude of employees, and furthermore verified the influence of internal marketing on service quality and customer response. The preceeding studyes on human resource management and the attitude toward task in hotel industry focused only on the satisfaction or the degree of task absorption influenced by wages, welfare, education and communication respectively. This study, however, verified not only that the internal marketing in hotel industry influenced the attitude of employees but also that the internal marketing in hotel industry is an important strategic tool that affects the whole process(input, diversion, output) in providing service.
So, this study can be an important theoretical foundation as it presens a comprehensive model on the internal marketing. Adding to the preceeding marketing strategies which focused only on external factors as a way of enhancing the degree of customer satisfaction, this study broadened the scope of hotel marketing by emphasizing the importance and the need of internal marketing. So, it is expected that this study will stimulate coming studyes on internal marketing in hotel industry.
This study emphasized the importance of human resources to the management of hotel industry in terms of business practice and presented a specific ways of motivating and satisfying employees as internal customers.
Finally, this study, as proved experimentally, showed that the attitude of employees should be improved through internal marketing to satisfy customers by providing more quality service.
However, the management and the marketing management in actual hotel industry could not implement effective internal marketing strategies which could produce customer satisfaction because of the internal problems of their companies.
This study presented the following things;
First, the proper culture of service should be established by employees who are the subject of internal marketing. If the management expect the positive response from customers in their products, the management should try to develop and keep the culture of customer-oriented service on the basis of positive thought to the internal marketing.
Second, the marketing information should be transmitted to employees through proper communication channels. The feedback from employees through such channels should be utilized in understanding and identifying customers' wants and needs and the result of the feedback analyzed should be applied for establishing more effective management strategies.
Third, the principle of marketing should be applied in order to invite and keep able employees. Because the wants of employees are much different from person to person, the way of strategic marketing planning for internal customers should be done as it did for external customers.
Fourth, the way of measuring in the result of implementing internal marketing and the way of standardizing service should be developed for the planning and implementation of effective internal marketing strategies. The compensation and reward to employees for the result of implementing internal marketing program should be done continuously.

목차 (Table of Contents)

• 목차 = ⅰ
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 4
• 3. 연구의 방법과 범위 = 5
• Ⅱ. 연구의 이론적 배경 = 8
• 1. 내부마케팅(internal marketing)의 개념 = 8
• (1) 내부마케팅의 정의 = 8
• (2) 내부마케팅의 실행요소 = 13
• 2. 내부마케팅과 종업원 태도 = 19
• (1) 종업원태도 = 19
• 1) 직무만족 (Job Satisfaction) = 19
• 2) 조직몰입 (Organizational Commitment) = 22
• (2) 내부마케팅과 종업원 태도와의 관계 = 24
• 3. 내부마케팅과 서비스품질 및 고객만족 = 26
• (1) 서비스품질의 개념 = 26
• (2) 서비스품질의 측정 = 33
• (3) 내부마케팅과 서비스품질 = 36
• (4) 서비스품질과 고객반응 = 43
• 4. 호텔기업의 내부마케팅 = 47
• (1) 호텔서비스의 개념 및 구성요소 = 47
• (2) 호텔의 내부마케팅과 종업원의 태도 = 55
• (3) 호텔종업원의 태도와 서비스품질의 관계 = 58
• Ⅲ. 연구의 설계 = 64
• 1. 연구모형 = 64
• 2. 연구가설 = 70
• 3. 변수의 조작적 정의 = 73
• (1) 내부마케팅 = 73
• (2) 종업원 태도 = 73
• (3) 서비스품질 = 74
• (4) 고객반응 = 75
• Ⅳ. 실증연구 = 76
• 1. 조사의 개요 = 76
• 2. 수집된 자료의 분석 = 78
• (1) 자료의 특성분석 = 78
• (2) 자료의 타당도 및 신뢰도 검증 = 82
• 3. 가설의 검증 = 86
• (1) 공변량구조분석 모형 = 86
• (2) 상관관계 매트릭스 = 91
• (3) 정규성의 검증결과 = 91
• (4) 외생변수와 내생변수에 대한 측정변수의 요인부하량 = 93
• (5) 연구모형의 적합도 분석결과 = 95
• (6) 가설의 검증결과 = 100
• 4. 가설검증결과의 해석 = 101
• Ⅴ. 결론 = 103
• 참고문헌 = 105
• ABSTRACT = 115
• 부록 : 설문지 = 119