• Journal of Korean Academy of Fundamentals of Nursing
• /
• v.19 no.4
• /
• pp.519-527
• /
• 2012

This study was done to identify the factors influencing customer orientation of nurses. Method: The participants were 505 nurses who were working in 13 hospitals. Data were collected with structured questionnaires in Feb., 2012, and analyzed using descriptive statistics, t-test, one way-ANOVA, Scheffe test, correlation coefficient, and hierarchical regression with PASW (SPSS) 18.0 program. Result: The average score for internal marketing was 3.07 points, for job satisfaction, 3.06 points, for organizational commitment, 3.25 points, and for customer orientation, 3.53 points. Customer orientation was positively correlated with internal marketing, job satisfaction and organizational commitment. The significant predictors of customer orientation were professionalism, interaction with job satisfaction, affective commitment, continuous commitment to organizational commitment and length of career. These variables had an explanatory power of 45.2%. Conclusions: The study findings suggest that internal marketing, job satisfaction, and organizational commitment should be reinforced to improve the customer orientation of nurses.

• Korean Journal of Occupational Health Nursing
• /
• v.21 no.3
• /
• pp.299-307
• /
• 2012

Purpose: This descriptive study attempted to identify the influence of internal marketing perception, empowerment, and job satisfaction on customer orientation of clinical nurses. Methods: The subjects were 411 nurses with over one year working experience in a university hospital, located in I-city. The data were collected from April 20 to 30, 2012. using a self-report questionnaire. The data were analyzed using hierarchical multiple regression with the SPSS/WIN 17.0 program. Results: There were significant differences in customer orientation depending on general characteristics(age, marital status, education, position, clinical experience, and department). Internal marketing perception, empowerment, and job satisfaction correlated with customer orientation. As the results of hierarchical multiple regression analysis for impact factors on nurses' customer orientation show, factors are the outpatient department in working places(${\beta}$=.10), education and training in internal marketing perception(${\beta}$=.12) and empowerment(${\beta}$=.44), which accounted for 31.1% of customer orientation. Conclusion: Therefore, nurse managers should identify the needs to perceive nurses as internal customers, and the internal marketing strategy should be performed to empower nurses. Also, it is needed to place nurses with high customer orientation at the outpatient department.

• Journal of Fisheries and Marine Sciences Education
• /
• v.23 no.2
• /
• pp.319-332
• /
• 2011

This study concerns the importance of internal marketing, employee's attitude, and customer orientation through the change of port industry and the operational condition of domestic container terminals. In accordance with this, the structural relationship among variables, which are internal marketing, employee's attitude and customer orientation in container terminals need to be acknowledged to secure competitive advantage and to maintain continuous transaction relationship with customer through the empirical research. The purpose of this study is to firstly, understand the current facilities and situation of container terminals in Busan port, and its changing environment of port industry. Secondly, provide basic information through the seeking whether the concept of internal marketing is able to apply into port industry. Thirdly, establish the theoretical system through the literature consideration on internal marketing, employee's attitude and customer orientation in container terminals. Finally, draw useful suggestions for managing container terminals through the structural relationship among variables, which are internal marketing, employee's attitude and customer orientation in container terminals.

• Korea Journal of Hospital Management
• /
• v.17 no.2
• /
• pp.1-20
• /
• 2012

This study aims to suggest managerial strategies for strengthening their competitiveness via analyzing and determining factors to help improve customer orientation and internal customer satisfaction. Furthermore, this study aims to find out the factors of internal service quality affects job satisfaction and customer orientation. The data was collected in 5 small and medium hospitals on 215 workers who had direct interactions with customers. Through regression analysis, all factors of internal service quality affects job satisfaction, however only two factors, credibility and sympathy appeared to affect customer orientation.

• Journal of the Korea Safety Management & Science
• /
• v.18 no.4
• /
• pp.139-149
• /
• 2016

Service industry can be divided largely into commercial industry, banking industry, insurance industry, advertising industry, and tourism industry. Of these, banking industry is playing an essential role as it constitutes the backbone of economy. Banking industry, which belongs to financial industry, is sensitive to external environment. In this kind of industry, internal dynamics of an organization is very important. The purpose of this research is to find out what kind of influence the relation of internal dynamics perceived by members of Nonghyup organization has on customer orientation via quality of internal service. For the purpose, we have reviewed preceding studies on variables that affect customer orientation and developed a measuring tool in a form that fits banking organizations. Internal service quality, job satisfaction, and organizational immersion which play a mediating role in the model of this research not only turned out to have a significant influence on customer orientation, they also turned out to have the strongest influence. This research has academic significance as it carried out a research with an emphasis on variables that affect customer orientation of members of Nonghyup organization. Regarding practical significance, it was intended to present useful data that can be utilized for an analysis of internal service quality management and capability of human resource management.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.35 no.5
• /
• pp.537-546
• /
• 2011

This study shows the necessity of internal marketing activities and the need for effective internal marketing programs for fashion shop. This research tests the hypothesized relationships between internal marketing and its determinants such as job satisfaction, organizational commitment, and customer orientation. To measure these hypotheses, a total 200 questionnaires were distributed and 185 were collected. Finally, 163 questionnaires were used for the analysis, while 22 were found invalid. The frequency analysis, factor analysis, reliability analysis, and multiple regression were conducted after coding and cleaning by SPSS 18.0. The internal marketing activities were classified into five factors (internal communication, welfare system, empowerment, educational training program, and incentive system). The results of this study are as follow. First, internal marketing activities have a positive influence on job satisfaction and organizational commitment. Second, job satisfaction has an effect on organizational commitment. Third, internal marketing activities, job satisfaction, and organizational commitment have a positive influence on customer orientation. Accordingly, it should raise the standard of customer orientation, if it is promote the job satisfaction and organizational commitment of employee through internal marketing activities such as internal communication and empowerment.

• Journal of Korean Academy of Nursing Administration
• /
• v.13 no.2
• /
• pp.231-241
• /
• 2007

Purpose: The purpose of this study was to identify the effects of nurse's internal marketing on job satisfaction, turnover intention, and customer orientation. Method: The subjects were 559 nurses were working in 3 general hospitals. The data were collected from October 20 to November 15, 2006. For data analysis, descriptive statistics, Pearson correlation coefficient, stepwise multiple regression were used. Results: The mean score of the total internal marketing was 2.68, communication 3.03, vacation and suspension from office 2.64, education and training 2.60, reward system 2.56, work environment 2.53, and employment benefits 2.38, total job satisfaction was 2.96, turnover intention was 3.10, and customer orientation was 3.76. 'Internal marketing', and total subcategories of internal marketing were positively related to job satisfaction. 'Internal marketing', and total subcategories of internal marketing were negatively related to turnover intention. 'Internal marketing', 'communication', 'vacation and suspension from office', 'education and training', and 'work environment' were positively related to customer orientation. Conclusion: Through this results, to increase job satisfaction and customer orientation and to decrease turnover intention, it is necessary to concentrate on improving internal communication and reward system in the internal marketing strategy.

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

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

• Journal of the Korea Safety Management & Science
• /
• v.14 no.3
• /
• pp.245-257
• /
• 2012

Business environment, competition among firms in recent years, diverse and fragmented by the symbol of the consumer has become very complex and intense. Nevertheless, for the best performance of firms differentiated their company strives to have unique core competencies. In this study, reviewing the internal customer support activities and existing research on market orientation and then how it affects the future strategy for the internal customer support activities. Through the results of this study, first, to appear understanding of the effect of education and training to customers in enterprise-wide, strategic plan through competitor analysis, improved communication between departments, etc need to design to be effective in performance of company in a long term when in planning and training for employees such as job training, service training and training for improving service mind. Second, employment stability and internal communications to the employee's customer orientation showed no significant affect. This is considered for employees due to lack of fear or anxiety, so the employer could focus on his role in the current organization willing to participate actively for goals of the organization. Finally external customer orientation in the employee's customer orientation did not affect the analysis results which is appeared to in companies are constantly communicating with employees through the company's position and the difference between the employee's position is necessary to look for ways to narrow down.