• Journal of Digital Convergence
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• v.14 no.9
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• pp.99-109
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• 2016

This paper aims to examine the role of mediating effect of trust to leaders on the relation between internal marketing and customer orientation. A survey was conducted to examine the responses of 570 employees. Reliability, confirmatory factor analysis and structural equal modeling were used for results. The following are the summary of hypothesis test. First, internal marketing has positive effect on customer orientation. Second, internal marketing has positive effect on employee's trust to leaders. Third, trust to leaders has positive effect on customer orientation. Fourth, the mediating effects of trust to leaders partially mediated the relationships among empowerment, training, reward, internal communication and customer orientation and fully mediated the relationship between management support and customer orientation. Therefore, the results of this study have many theoretical and practical implications.

• 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 Port Economic Association
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• v.25 no.4
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• pp.45-62
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• 2009

The purpose of this study is to analyze the components and to verify the relationship among internal marketing, job satisfaction, organizational commitment and turnover intention in international logistics firm. In order to achieve the purpose of this study, literature survey related to internal marketing, job satisfaction, organizational commitment and turnover intention was carried out and took an empirical analysis by the use of questionnaire method for employees in international logistics firm. The final results and conclusions are as follows; Internal marketing of international logistics firm was positively related to job satisfaction and organizational commitment. Internal marketing, Job satisfaction and organizational were negatively related to turnover intention. Through this results, to increase job satisfaction and organizational commitment, and to decrease turnover intention, it is necessary to concentrate on improving internal marketing strategy.

• Journal of dental hygiene science
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• v.16 no.1
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• pp.37-44
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• 2016

The purpose of this study was to reveal association between internal marketing and customer orientation. Internal marketing was composed of empowerment, educational training, reward system, internal communication and management support. We thought these factors affect to the consumer orientation. For this study, 191 dental hygienists in Busan, Ulsan and Kyungnam are participated in this study. The data were analyzed with descriptive statistics, t-test, ANOVA, pearson's correlation coefficients, and stepwise multiple regression analysis with SPSS 18.0 program. In conclusion, we obtained the next results. First, the mean of internal marketing behavior was 3.22 out of 5. In terms of sub-domain, educational training (3.88) is the highest, followed by empowerment (3.35), internal communication (3.10), management support (3.05) and reward system (2.79). Second, the internal marketing factors of internal communication, reward system orientation, management support, empowerment, and educational training had positive correlations with customer orientation (r=0.189~0.381). Third, the influencing factor in customer orientation were educational training (${\beta}=0.277$) and empowerment (${\beta}=0.276$), adjusted $R^2=0.202$. As dental patients' desire to medical service quality becomes diversified, the analysis result is considered to help the future dental service management.

• 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 Korean Society of Clothing and Textiles
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• v.27 no.12
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• pp.1412-1423
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• 2003

본 연구는 소비자-기업간 관계마케팅모델을 개발하는 데 주된 목적을 갖고 있다. 본 연구모델은 소비자를 단순한 환경변수의 하나로 인식해왔던 기존 마케팅의 통합적 관점을 비판하고 소비자를 사업의 동반자로써 인식하는 소비자 중심의 관계마케팅 모델을 제안하였다. 소비자 중심의 관계모델은 소비자를 기업 이익의 원천으로 보는 통합적 관점이 아닌, 소비자를 사업관계의 동반자로 인식하는 내부화 (internalization)를 관계마케팅의 궁극적인 목표로 제시하였다. 소비자들의 관계 내부화를 위한 관계강도(relationship strength)와 4개의 선행변수-analogy, approbation, availability, stakes-로 구성된 관계마케팅구조방정식 모델을 유통경로의 최종 단계인 소비자-소매업자(C-R)그리고 소비자-제조업자(C-M)관계에 적용하였다 서울의 5개 백화점 소비자들로부터 수집된 자료는 AMOS 4.0과 SPSS 10.0프로그램을 통해 분석한 결과, 본 연구의 제안모델은 통계적으로 검증되었고, 검증된 결과는 나아가 소매업자-소비자-제조업자의 3자 네트웍을 바탕으로 한 총체적 관점의 관계 내부화 모델 설계를 위한 하나의 실증 예로 사용 될 수 있음을 시사하고 있다.

• Korean Journal of Construction Engineering and Management
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• v.16 no.1
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• pp.44-51
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• 2015

In recent years, the domestic construction business is continuously stagnated caused by housing depression, global financial crisis etc. To overcome these difficulties, the construction companies should reinforce the internal marketing like the service business. However, it is not easy to conduct active internal marketing reinforcement since the companies do not directly receive customers under special situation like construction. Therefore, it is necessary to resolve the urgent issue by selecting order of priority among internal marketing factors. To address this issue, the objective of this study is to analyze the internal marking factors by using Analytic Hierarchy Process. As a result, the first and second factor represents the internal communication and working condition and environment respectively. The findings of this study will contribute to apply the internal marketing into construction industry.

• Asia Marketing Journal
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• v.7 no.2
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• pp.93-121
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• 2005

This study is about to enhance our understanding of market and market principle, so that marketing research contribute to create more values for customers and firms. For this purpose three following suggestions are proposed. First, marketing research should expand its research scope to include all the market participants in addition to consumers. Second, marketing research should expand into the 'internal market' of the organization. where internal sub-groups are engaging in fierce marketing-like activities. Third, marketing researchers should thoroughly understand the basic market principles and the macro political-economic structure of capitalism. Only on the ethical basis of free market system, it is argued, market, marketing, and marketing research will flourish.

• The Journal of the Korea Contents Association
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• v.14 no.11
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• pp.783-797
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• 2014

The purpose of this study is to analyze impact of internal marketing on job satisfaction, job commitment, organizational commitment, and customer orientation in rapidly changing health care environment. The data were collected from 635 employee of 3 hospitals using a standardized questionnaires in Busan and Gyeongnam province. The results were as follows. All internal marketing factors had a direct impact on job satisfaction, job commitment, management support, empowerment, reward systems but affected the indirect through the job satisfaction all factors of internal marketing. Based on the results of this study members of the hospital in order to improve customer orientation, job satisfaction, job commitment create a pleasant working environment, give an appropriate decision-making and compensation for work performance. Compensation for work performance and organizational development suggestions should be considered by executive support.

• 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.