East Asian Journal of Business Economics (EAJBE) (동아시아경상학회지)

East Asia Business Economics Association (동아시아경상학회)
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The Relationship among Internal Marketing, Satisfaction and Organizational Commitment: Moderating Effect of Economic Performance Change of Business

  • KIM, Boine (Department of Global Commerce, Hoseo University)
  • Received : 2021.02.07
  • Accepted : 2021.02.18
  • Published : 2021.06.30
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Abstract

Purpose- This research's purpose is to give implications on how to increase employee satisfaction and organizational commitment of Korean employees using internal marketing. To do that this study analyzes relationships among variables and analyses mediating effect of satisfaction. Also, this study wants to analyze economic performance change of business as a moderator so group comparison between an economic slump and economic recovery is included. Research design, data, and methodology- To analyze relationships among internal marketing, employee satisfaction and organizational commitment of Korean employees, this study used the 7th KRIVET's HCCP data of employee and firm's financial statements data. And conducted CFA, SEM and group comparison analysis by using AMOS 21. Result- According to the empirical results, employee satisfaction mediates between internal marketing and organizational commitment. However, trust was the only significant antecedent that give a positive influence on employee satisfaction. And employee satisfaction increases organizational commitment. Also, economic performance change of business does significantly deteriorate relationships. Conclusion- Based on this study result, implications to manage the organizational commitment of Korean employees are discussed. Especially, the effect of employee satisfaction and trust discussed. Also, economic performance group which is an economic slump and economic recovery differentiation is highlighted. Therefore the cautious approach is needed in managing employee attitude to job and organization is needed

Keywords

Acknowledgement

This research was supported by the Academic Research fund of Hoseo University in 2019(20190808)

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