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      프로축구 관중증대를 위한 사무국의 경쟁력 강화 방안 – 내부마케팅을 중심으로 - = A Strategy to Strengthen the Competitiveness of Front Office of Professional Football for Promoting Spectators - Focused on Internal Marketing -

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      https://www.riss.kr/link?id=A106192419

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      다국어 초록 (Multilingual Abstract)

      The purpose of this study was to draw theoretical and practical implications applicable to the field through structural equation modeling of internal marketing, organizational trust, customer orientation and job performance to promote spectators of professional football. In order to achieve the aim of this study, we surveyed 12 S. Korea professional football clubs’employees(216 effective sample).
      Seven hypotheses were verified using frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, path analysis and structural equation modeling through SPSS and AMOS statistics. The results are as follows. First, internal marketing had a positive effect on customer orientation. Second, internal marketing had a positive effect on job satisfaction. Third, internal marketing had a positive effect on organizational trust. Fourth, organizational trust had a positive effect on customer orientation. Fifth, organizational trust had a positive effect on job satisfaction.
      Sixth, organizational trust was found to partially mediate relationship between internal marketing and customer orientation. Seventh, organizational trust was found to partially mediate relationship between internal marketing and job satisfaction.
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      The purpose of this study was to draw theoretical and practical implications applicable to the field through structural equation modeling of internal marketing, organizational trust, customer orientation and job performance to promote spectators of pr...

      The purpose of this study was to draw theoretical and practical implications applicable to the field through structural equation modeling of internal marketing, organizational trust, customer orientation and job performance to promote spectators of professional football. In order to achieve the aim of this study, we surveyed 12 S. Korea professional football clubs’employees(216 effective sample).
      Seven hypotheses were verified using frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, path analysis and structural equation modeling through SPSS and AMOS statistics. The results are as follows. First, internal marketing had a positive effect on customer orientation. Second, internal marketing had a positive effect on job satisfaction. Third, internal marketing had a positive effect on organizational trust. Fourth, organizational trust had a positive effect on customer orientation. Fifth, organizational trust had a positive effect on job satisfaction.
      Sixth, organizational trust was found to partially mediate relationship between internal marketing and customer orientation. Seventh, organizational trust was found to partially mediate relationship between internal marketing and job satisfaction.

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      참고문헌 (Reference)

      1 김수현, "휘트니스 센터의 내부마케팅과 직무만족, 조직몰입 및직무성과의 구조적 관계 분석" 한국엔터테인먼트산업학회 7 (7): 1-10, 2013

      2 박종철, "호텔기업의 문화마케팅유형에 따른 조직신뢰가 고객지향성 및 조직몰입에 미치는 영향" 한국호텔리조트학회 13 (13): 25-49, 2014

      3 한동준, "호텔 구성원의 엔터테인먼트적서비스 지향성이 고객만족에 미치는 영향에 관한 연구" 한국엔터테인먼트산업학회 11 (11): 301-310, 2017

      4 김수현, "프로축구 구단의 서비스품질이 관람만족, 충성도 및 재관람의도에 미치는 영향" 한국엔터테인먼트산업학회 8 (8): 127-138, 2014

      5 나동균, "웹 사이트 특성이 고객가치, 고객만족, 고객충성도에 미치는 영향에 관한 연구" 한국엔터테인먼트산업학회 5 (5): 97-106, 2011

      6 우종필, "우종필 교수의 구조방정식모델 개념과 이해" 한나래 2014

      7 정윤덕, "스포츠산업에 근거한 한국축구 FA컵 경기관람요인이 관람만족 및 재관람의도에 미치는 영향" 한국엔터테인먼트산업학회 9 (9): 147-158, 2015

      8 이은희, "국내항공사의 내부마케팅과 직무만족, 조직신뢰 및 고객지향성의 구조관계 분석" KNU 기업경영연구소 5 (5): 1-32, 2014

      9 성락민, "골프장 유형별 내부마케팅이 조직신뢰 및 조직성과에 미치는 영향력 비교" 한국체육과학회 25 (25): 679-692, 2016

      10 J-H. Kim, "the causal relationship between internal marketing and job satisfaction, organizational trust, organizational commitment of welfare athletic facilities workers for the disabled" Chunnam Univ. Press 2015

      1 김수현, "휘트니스 센터의 내부마케팅과 직무만족, 조직몰입 및직무성과의 구조적 관계 분석" 한국엔터테인먼트산업학회 7 (7): 1-10, 2013

      2 박종철, "호텔기업의 문화마케팅유형에 따른 조직신뢰가 고객지향성 및 조직몰입에 미치는 영향" 한국호텔리조트학회 13 (13): 25-49, 2014

      3 한동준, "호텔 구성원의 엔터테인먼트적서비스 지향성이 고객만족에 미치는 영향에 관한 연구" 한국엔터테인먼트산업학회 11 (11): 301-310, 2017

      4 김수현, "프로축구 구단의 서비스품질이 관람만족, 충성도 및 재관람의도에 미치는 영향" 한국엔터테인먼트산업학회 8 (8): 127-138, 2014

      5 나동균, "웹 사이트 특성이 고객가치, 고객만족, 고객충성도에 미치는 영향에 관한 연구" 한국엔터테인먼트산업학회 5 (5): 97-106, 2011

      6 우종필, "우종필 교수의 구조방정식모델 개념과 이해" 한나래 2014

      7 정윤덕, "스포츠산업에 근거한 한국축구 FA컵 경기관람요인이 관람만족 및 재관람의도에 미치는 영향" 한국엔터테인먼트산업학회 9 (9): 147-158, 2015

      8 이은희, "국내항공사의 내부마케팅과 직무만족, 조직신뢰 및 고객지향성의 구조관계 분석" KNU 기업경영연구소 5 (5): 1-32, 2014

      9 성락민, "골프장 유형별 내부마케팅이 조직신뢰 및 조직성과에 미치는 영향력 비교" 한국체육과학회 25 (25): 679-692, 2016

      10 J-H. Kim, "the causal relationship between internal marketing and job satisfaction, organizational trust, organizational commitment of welfare athletic facilities workers for the disabled" Chunnam Univ. Press 2015

      11 이영호, "[프로축구 결산]④클래식 관중 148만명···작년보다 30만명 감소 ‘위기의 시절’"

      12 R. Boss, "Trust and managerial problem solving revisited" 3 (3): 331-342, 1978

      13 Y. Fu, "The influence of internal marketing by airlines on customer-oriented behavior : A test of the mediating effect of emotional labor" 32 : 49-57, 2013

      14 H. Bansal, "The impact of internal marketing activities on external marketing outcomes" 6 (6): 61-76, 2001

      15 T. Sigler, "The empowerment experience: A study of front line employees" University of North Carolina at Chapel Hill, press 1997

      16 B. Babin, "The effects of perceived co-worker involvement and supervisor support on service provider role stress, performance and job satisfaction" 72 (72): 57-75, 1996

      17 S-M, Kang, "The effect of internal marketing on cooking staff of on-site catering for businesses on the work attitude and quality of services -With a focus on the moderating effects of self-efficacy" Honam Univ. Press 2017

      18 E. Garbarino, "The different roles of satisfaction, trust, and commitment in customer relationships" 70-87, 1999

      19 R. Saxe, "The SOCO scale: A measure of the customer orientation of salespeople" 343-351, 1982

      20 W-K. Jang, "The Infulences of Job Stress and Organizational Trust on Job Performance" Cheongju Univ. Press 2015

      21 D-W. Koo, "The Effects of Leader Trust and Organization Trust by General Manager's Authentic Leadership on Affective Commitment and Turnover Intention in Hotel" Sejong Univ. Press 2013

      22 S-Y. Son, "The Effects of Chef's Authentic Leadership and Organization Trust on Job Performance of Cooks in Hotel" Sejong Univ. Press 2015

      23 Y-I. Kim, "The Effect of Call Center Internal Marketing on Customer Orientation : Focusing on the Mediating Effects of Positive Psychological Capital" Hoseo Univ. Press 2016

      24 S-B. Ahn, "Structural relationship of the internal marketing of hotel enterprise cooking employee with organizational reliability, selfefficacy, and customer orientation : The Control Effect of Organizational Commitment" Kyungsung Univ. Press 2017

      25 Y-D. Jeng, "Structural relationship among organizational culture, empowerment and job performance, and comparison of models :focused on professional football corporate club and citizen club" Kyonggi Univ. Press 2017

      26 L. L. Berry, "Services marketing is different" 30 (30): 24-29, 1980

      27 김형민, "K리그 최대전장은 스폰서 잡기"

      28 S. Foreman, "Internal marketing:concepts, measurement and application" 11 (11): 755-768, 1995

      29 P. Ahmed, "Internal marketing issues and challenges" 37 (37): 1177-1186, 2003

      30 W. George, "Internal marketing and organizational behavior : A partnership in developing customer-conscious employees at every level" 20 (20): 63-70, 1990

      31 J. Conduit, "How critical is internal customer orientation to market orientation? 1" 51 (51): 11-24, 2001

      32 D. Lux, "Factors influencing employee perceptions of customer service climate" 1 (1): 65-86, 1996

      33 K-A. Choi, "Effects of internal marketing factors of fashion retailers on salesperson's job satisfaction, customer orientations, and job performance" Dongduk Women’s Univ. press 2010

      34 B-M. Hyun, "Effects of Organizational trust and job engagement on customer-orientation. -Coparison between public ownership hotels and private ownership hotels-" Dankook Univ. Press 2016

      35 R. Deshpandé, "Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis" 23-37, 1993

      36 D. John, "Cooperation and competition: Theory and research" Interaction Book Co 1989

      37 J. Gilbert, "An examination of organizational trust antecedents" 27 (27): 321-338, 1998

      38 D. McAllister, "Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations" 38 (38): 24-59, 1995

      39 M. Rafiq, "Advances in the internal marketing concept: definition, synthesis and extension" 14 (14): 449-462, 2000

      40 C-S. Choi, "A Study on the Effects of Internal Marketing on Social Enterprises' Performance:Focusing on the Mediating Effects of Market Orientation" Soongsil Univ. Press 2017

      41 S-S. Beak, "A Study on the Effects of Internal Marketing Elements on Internal Customer Satisfaction, Organizational Trust, and External Customer Orientation: Focused on the Effect of Internal Customer Satisfaction on Organizational Trust" Uiduk Univ. Press 2016

      42 M-K. Kwon, "A Study on the Effect of Job Attitudes on Job Performance: Focused on the Moderating Effects of Trust" Konkuk Univ. Press 2009

      43 J. Moon, "A Study on Internal Marketing, Organizational Citizenship Behavior, Customer Orientation and Job Performance of Resort Corporation" Kyonggi Univ. Press 2016

      44 K-H. Lee, "A Study on Effect of Organizational Trust on Organizational Citizenship Behavior –The Moderating Influences of Perceived Organizational Support-" Dankook Univ. Press 2010

      45 Y-I. Woo, "(An)empirical test for the Influence of Attitudes on job performance : Based on th Organization Commitment, Job Satisfaction, and Confidence of the Manager" Konkuk Univ. Press 2008

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      2022 평가예정 재인증평가 신청대상 (재인증)
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