물류기업의 내부마케팅요인이 구성원의 조직유효성과 고객만족에 미치는 영향

국문 초록 (Abstract)

본 연구에서는 물류기업의 경쟁력 확보에 있어서 내부마케팅요인이 조직유효성과 고객지향성에 어떠한 영향을 미치는지를 파악하고자 한다. 이를 통해 물류기업의 내부 발전 요인과 고객 만족을 통한 외부 경쟁력 확보 방안을 제시하여 고객지향적인 물류서비스품질을 제공하는데 유용한 전략적 제언과 물류 실무자 및 향후 연구자들에게 실무적․학문적 시사점을 제공하고자 한다.
연구모형과 가설을 검정하기 위하여 해운관련 물류서비스를 제공하는 해운선사, 대리점, Broker, Forwarding, 항만용역업체 등의 구성원들을 대상으로 설문조사를 실시하였다. 조사대상의 선정은 판단표본추출법을 이용하였으며, 설문조사방법은 직접방문에 의한 설문조사와 우편, 팩스,e-mail을 통한 설문조사를 병행하였다. 총 240부를 배포하여 57부를 회수하여 회수율은 23.75%였으며, 57부를 실증분석에 이용하였다.
문헌연구와 실증연구를 병행한 본 연구의 분석결과를 요약하면 다음과 같다
첫째, 실증분석을 통해 물류기업의 내부마케팅 하위구성요소를 파악한 결과 물류기업의 내부마케팅 하위구성요소는 교육훈련, 경영층지원, 의사소통, 보상시스템 등 네 개의 요인으로 구성되어 있음을 확인할 수 있었다.
둘째, “물류기업의 내부마케팅요인은 물류기업 구성원들의 직무만족에 유의한 정(+)의 영향을 미칠 것이다.”라는 가설 1-1은 채택되었다. 회귀분석결과 물류기업의 내부마케팅요인 중 보상시스템과 의사소통 순으로 물류기업 구성원의 직무만족에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 분석되었다.
셋째, “물류기업의 내부마케팅요인은 물류기업 구성원들의 직무몰입에 유의한 정(+)의 영향을 미칠 것이다.”라는 가설 1-2는 채택되었다. 회귀분석결과 물류기업의 내부마케팅요인 중 경영층의 지원요인만이 물류기업 구성원의 직 무몰입에 통계적으로 유의한 정(+)의 영향을 미치는 것으로 분석되었다.
넷째, “물류기업 조직유효성은 구성원의 고객지향성에 유의한 정(+)의 영향을 미칠 것이다”라는 가설 2는 채택되었다. 분석결과 물류기업 구성원의 직무몰입이 직무만족보다 구성원의 고객지향성에 더 큰 정(+)의 영향을 미치는 것으로 분석되었다.
본 연구는 물류기업의 내부마케팅요인을 탐색적으로 구성하고 조직유효성과 고객지향성 관계를 실증적으로 검증하였다는데 그 의의가 있으나, 몇 가지 한계와 그에 따른 추가연구의 필요성 제시하고 있다.
첫째, 물류기업의 내부마케팅활동에 관한 탐색적인 성격을 가지고 있는 본 연구는 서비스산업을 대상으로 한 선행연구들에서 사용된 변수들을 중심으로 측정항목을 일부 수정하여 사용하였다. 따라서 향후 연구에서는 보다 국제물류기업의 특성을 잘 반영할 수 있는 변수와 측정항목들을 개발하여 보다 정교한 연구를 진행할 필요성이 있다.
둘째, 본 연구는 물류기업을 대상으로 진행되었으나 표본이 여수, 광양지역을 집중되어 있었다. 따라서 향후에는 연구범위를 전국단위 또는 해외물류기업들을 대상으로 지역을 확대할 필요가 있다.
향후 연구에서는 이상에서 제시한 본 연구가 지니고 있는 한계점을 보완함으로써 물류기업의 내부마케팅활동과 경영성과에 대한 심층적인 논의가 가능해지고 이와 같은 연구가 계속되어 국내 물류기업들의 특성을 반영한 보다 구체적인 경쟁력 제고방안을 제시할 필요가 있다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to understand how the internal marketing factors influence the organizational effectiveness and customer satisfaction in securing competitiveness of logistics companies. This study identifies a strategic proposal to provide quality of customer-oriented logistics service by suggesting ways of securing external competitiveness through customer satisfaction and internal development factors of logistics companies. In addition, this study would provide practical and academic implications for logistics staffs and future researchers.
To verify the research model and hypothesis, a questionnaire survey of logistics companies, such as shipping companies, shipping agencies, brokers, forwarding, and port service companies was conducted. The target groups were selected by purposive sampling and questionnaire survey was consisting of direct visit, mail, fax, and e-mail survey. 57 copies of total 240 copies of questionnaires were retrieved with the recovery rate of 23.75% and 57 copies were used for empirical analysis.
The main findings of both literature and empirical studies are summarized as below.
First, it was confirmed that internal marketing sub-components of logistics companies consisted of four factors such as education training, management support, communication, and compensation system.
Second, Hypothesis 1-1 was verified, "internal marketing factors of logistics firms would have a positive effect on employees' job satisfaction". It was confirmed by regression analysis that there was a statistically significant positive effect on employees' job satisfaction through compensation system and communication among internal marketing factors of the logistics companies.
Third, Hypothesis 1-2 was proved that "internal marketing factors of logistics firms would have a positive effect on employees' job commitment". There was a statistically significant positive effect on employees' job involvement through managerial performance among the internal marketing factors of the logistics companies.
Fourth, Hypothesis 2 was verified, "the organizational effectiveness of the logistics companies would have a positive effect on the customer orientation of the employees". It was analyzed that job involvement of logistics companies had a greater positive effect on customer orientation than job satisfaction.
This study investigates the internal marketing factors of logistics companies and to verify the relationship between organizational effectiveness and customer orientation. At the same time, there are certain limits in this study so several further researches are required.
First, this study which has an exploratory characteristic about internal marketing activities of logistics companies, applied variables and evaluation items of the previous studies. Accordingly, further research should develop more sophisticated variables and evaluation items that can reflect the characteristics of international logistics corporations.
Second, this study only focused on logistics companies in Yeosu and Gwangyang so further studies should extend sample group to nationwide or international level of logistics companies.
By complementing the limits of this study, in-depth discussion on internal marketing activities and performance management of logistics companies are become possible and could provide suggestions for competitiveness enhancement strategies.

목차 (Table of Contents)

• Ⅰ. 서론 ·························································1
• 제1절 연구의 배경 및 목적 ····································1
• 제2절 연구의 방법 및 구성 ·····································2
• Ⅱ. 이론적 배경 ··················································5
• 제1절 물류 기업의 내부마케팅 ··································5
• 제2절 물류기업의 조직유효성 ··································13
• 제3절 물류기업의 고객만족 ····································20
• Ⅲ. 연구설계 ·····················································25
• 제1절 연구모형과 가설설정 ····································25
• 제2절 변수의 조작적 정의 ·····································27
• Ⅳ. 실증분석 ·····················································32
• 제1절 자료의 분석 ············································32
• Ⅴ. 결론 ························································47
• 제1절 연구결과의 요약 ········································47
• 제2절 연구의 시사점 ··········································49
• 제3절 연구의 한계점과 향후 연구과제 ··························50
• 참고문헌 ·························································51
• 부록 : 설문지 ····················································54