• Journal of Global Scholars of Marketing Science
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• v.11
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• pp.103-128
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• 2003

As the service market is increasingly competitive, internal marketing, marketing orientation, and customer satisfaction are becoming a crucial issue to the survival and growth of the service firms. This Study examined the structure modeling of internal marketing, market orientation, and customer satisfaction to verify the relationship among construct variables. Conslusively, the higher degree of internal marketing and market orientation, the higher degree of customer satisfaction. Specifically, The positive impact of internal marketing, customer orientation and competitor orientation on customer satisfaction is verified respectively. But, the impact of interfunctional coordination on customer satisfaction is rejected. The company is required to intensify interfunctional coordination in company operation process to boost sustainable competative advantage.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.3
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• pp.107-117
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• 2014

The Purpose of this study was to empirically investigate the effects of core competencies on the management performance of hospitals and the mediating roles of medical service orientation and internal customer orientation. The sample of this study was composed of 307 employees from 18 general hospitals in Incheon Metropolitan City and Bucheon City. Data were collected with self-administered questionnaires and analyzed using structural equation modelling technique. This study found that core competencies had positive effects on the management performance of hospitals and that medical service orientation and internal customer orientation mediated the relationship between core competencies and the management performance of hospitals. The theoretical and practical implications of the results were discussed and the directions for future research were suggested.

• The Journal of the Korea Contents Association
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• v.16 no.2
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• pp.174-185
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• 2016

Internal marketing is the marketing activities of organizations that have a service mind to give satisfaction to the employees for the satisfaction of external customers. This Study tried to analyse the impacts of internal marketing on the customer orientation and loyalty, collecting a data to use a standardized questionnaires. This Study was conducted for 731 participants in a single general hospital in Gyeonggi Province with factor analysis, correlation analysis and linear regression analysis. The main findings of this study are as follows. First, it was found that the effect of internal marketing on customer orientation had the impact on leadership, internal communication and educational training having the statistically significant effects. Second, it was found that the effect of internal marketing on loyalty had the impact on leadership, internal communication, working environment, compensation and benefits and educational training having the statistically significant effects. Third, the effect of customer orientation on loyalty have the statistically significant effects and it was shown that if a customer orientation go up, there will be higher loyalty. I'm hope that it should be sought concrete plans for internal marketing activity to improve a customer orientation and loyalty.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.476-499
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• 2020

The impacts of internal marketing in the security firms have not been studied much. This study analyzes the impact of internal marketing on job satisfaction, job commitment, customer orientation, and job performance for the security firm's branches using multiple mediation model which differs from simple mediation model. The data were collected from 263 employees of securities firm's branches in Seoul, Busan and other Korean metropolitan cities. The research hypothesis was validated by the tools of SPSS 22.0 and AMOS 22.0. The results are as follows. First, among the internal marketing factors, delegation of authority, reward systems and education training had a significant effect on job satisfaction. And internal communications were shown to have a significant effect on job commitment and customer orientation. Second, job satisfaction have a significant direct impact on the job commitment, customer orientation. And customer orientation have direct impact on the job performance. Also, delegation of authority and reward systems were found to have a significant indirect effect on the job performance in mediation of job satisfaction and customer orientation. These results imply that internal marketing factors affect job performance mainly through the mediation of job satisfaction, job orientation and that specially delegation of authority and reward system affect on the performance much, which are different from other industry cases.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.169-180
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• 2019

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.

• Journal of Service Research and Studies
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• v.5 no.1
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• pp.1-15
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• 2015

Service has its aim to maximize customer loyalty for companies to improve business productivity by differentiation from the competition. Public transport services using, the needs and demands of consumers also appear very differently than in the past, looking at the service of the company eye-level of the consumer Is increasing more and more. In order to survive in this environment, companies work together to improve the level of service and ensure customer loyalty is essential. In order to improve our service. What's more, it can be said that it is important to actively participate in the work of the internal customer, employee morale boost. In order to improve customer satisfaction has a service-oriented members should respond to customers and make a good company to work also affects the internal staff to verify this service-oriented and affect. In this study, to be urban rail service orientation of the staff working in the field of operational agencies in the future to measure the impact of many companies to promote the GWP proposes to create a good business implications.

• Information Systems Review
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• v.23 no.1
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• pp.93-113
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• 2021

Service orientation and customer orientation are recognized as important success factors in service companies. However, these constructs are evaluated through self-diagnosis within the service company based on service delivery experience. For this reason, Fintech companies that provide financial services based on non-face-to-face channels such as mobile APP have limitations in evaluating their service orientation and customer orientation. Therefore, in this study, the perceived customer orientation is conceptualized so that service orientation and customer orientation can be evaluated through customer evaluation. In addition, the antecedents and consequences of the perceived customer orientation based on the technology acceptance model were demonstrated. As a result, it was confirmed the mediating effect of perceived customer orientation in the relationship between perceived ease of use and usefulness and customer's continuous use intention and word of mouth intention. This study laid the foundation for the Fintech companies that provide all financial services throughout non-face-to-face to measure their service orientation and customer orientation through customer evaluation and utilize them in establishing service operation strategies.

• 한국벤처창업학회:학술대회논문집
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• 2018.11a
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• pp.135-138
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• 2018

외식업의 성장률이 국내총생산(GDP)을 크게 웃도는 고성장을 지속하면서 업체 간 경쟁이 점차 치열해 지고 있다. 기존 연구자들에 의하면 경쟁에 우위를 점하기 위한 고객 마케팅 전략으로 외부고객에 앞서 내부고객의 만족을 우선하여야 한다는 주장이 계속되고 있으며, 이에 인적자원관리에 관련한 연구가 활발히 진행되고 있다. 본 연구는 외식업 근로자들이 인지하는 심리적 계약위반의 지각이 이직의도 및 고객지향성에 미치는 효과에 대하여 규명하고자 하였으며, 또한 직무만족 및 조직몰입이 가지는 매개효과를 함께 검증하고자 하였다. 그 결과를 바탕으로 외식업 사용자와 관리자에게 근로자의 이직의도를 완화하고 고객지향성을 높일 수 있는 정책적 시사점을 제시하고자 한다.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.30 no.4
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• pp.235-254
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• 2019

According to the development of information technology, the paradigm of the archives is shifting from preservation management of past records to use-oriented services. In this regard, this study is conducted an empirical study on the effect of internal marketing factors of university archives on the customer orientation of employees in order to improve organizational satisfaction for users of records information service. Based on the previous research, the delegation of authority, internal communication, management support, and training are established as factors of internal marketing, and the parameters for this are job satisfaction, organizational commitment, customer orientation as dependent variables, and We set up hypothesis between research variables and attempted an analysis through statistical system. In summary, each element of internal marketing showed significant results on job satisfaction and organizational commitment, and management support was most closely related to job satisfaction, organizational commitment, and customer orientation of university archive staff.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.20 no.7
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• pp.578-588
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• 2019

As the service industry develops, service quality, customer satisfaction, and human resource management are considered priorities in modern management to maintain a company's growth. Therefore, understanding the strategic importance of service marketing is an essential task for modern companies. This study examined the relationship between the internal service quality of employees in the organization and customer orientation through organizational effectiveness. In the case of an airline, a service can be defined as an interaction between an external customer and an internal customer service provider. This interaction significantly affects the behavior and attitude of the employees. Based on the results, empowerment has a significant influence on the internal service quality, but it has no significant effect on customer orientation. As the relationship between department and employees improved, the more confident staff showed an improved ability to perform their work. Therefore, it is important that the organizational structure and the reporting system are as concise and clear as possible to allow employees to accurately recognize the authorities and responsibilities assigned to them and have autonomy and discretion in the framework.