• Title/Summary/Keyword: Internal Marketing Factor

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A Correlational Study among Internal Marketing Factor, Nurse's Job Satisfaction, and Organizational Commitment in Hospital Nursing Organization (병원간호조직의 내부마케팅요인과 간호사의 직무만족, 조직몰입과의 관계연구)

  • Kim So In;Cha Sun Kyung;Lim Ji Young
    • Journal of Korean Public Health Nursing
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    • v.15 no.1
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    • pp.42-55
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    • 2001
  • The purpose of this study was to provide basic information for developing effective marketing strategies of nursing organization by identifying the correlation among internal marketing factor, nurses' job satisfaction, and organizational commitment. The subjects of this study were 256 nurses who were working in the hospital over 1 year at three university hospitals which had more than 400 beds in seoul and kyung-gido. The data were collected by self-reporting questionnaires. The instruments used in this study were the communication form scale developed by Jo(1995), the welfare scale developed by researcher, the education training scale developed by researcher, the organizational commitment scale developed by Mowday, Porter and Steers(1979). The data were analysed by the SAS package using frequency, percentage, mean, standard deviation, and Pearson's correlation coefficient. The results of this study were as follows; 1. Mean scores of internal marketing factors in nursing organization were as follows; horizontal communication 3.42, downward communication 3.32, involvement communication 3.08, upward communication 3.00, education training 2.54, welfare 2.51. The mean score of job satisfaction was 2.79 and organizational commitment was 3.00. 2. Job satisfaction was positively correlated with education training (r=0.54, p=0.0001), upward communication(r=0.49, p=0.0001). welfare (r=0.40, p=0.0001), horizontal communication(r=0.33, p=0.0001), involvement communication(r=0.25, p=0.0001) of internal marketing factors in nursing organization, but negatively correlated with downward communication(r=-0.16. p=0.0082). Organizational commitment was positively correlated with upward communication(r=0.48, p=0.0001), education training (r=0.42, p=0.0001), horizontal communication(r=0.36, p=0.0001), welfare (r=0.34, p=0.0001), involvement communication(r=0.25, p=0.0001) of internal marketing factors in nursing organization. but negatively correlated with downward communication(r=-0.20, p=0.0014). In conclusion. the results of this study showed that the internal marketing factors were highly correlated with nurses' job satisfaction and organizational commitment. Therefore, for nurses' job satisfaction and organizational commitment's improvement, it is important to develop the education training program. to improve welfare system and to actualize upward communication. among internal marketing factors.

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Relationship Between Internal Marketing, Job Satisfaction and Organizational Commitment of Clinical Dental Hygienists (임상치과위생사의 내부마케팅, 직무만족도와 조직몰입간에 관련성)

  • Do, Yu-Jeong
    • Journal of Convergence for Information Technology
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    • v.10 no.12
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    • pp.1-8
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    • 2020
  • The purpose of this study was to identify the factors that influence the organizational commitment of clinical dental hygienists to contribute to manpower management. The subject of the study was 195, and the following results were obtained as a result of collecting and analyzing data using a self-filling questionnaire from March 10 to April 20, 2020. The degree of organizational commitment, job satisfaction, and internal marketing according to general characteristics were analyzed by t-test and one-way ANOVA, and post-test was set to'Scheffe'. The correlation between organizational commitment, job satisfaction, and internal marketing showed a significant positive correlation with job satisfaction (r=0.689) and internal marketing (r=0.678). The factors influencing organizational commitment were multiple regression analysis, and the influencing factors for organizational commitment were internal marketing and job satisfaction. The most influential factor was job satisfaction, and the explanatory power was 56.1%.As a result, the internal marketing of clinical dental hygienists was found to be related to job satisfaction and organizational commitment, and the factor that most affected was job satisfaction. Therefore, institutional and administrative support from dental medical institutions is needed to improve job satisfaction, which has an impact on organizational commitment of clinical dental hygienists.

The Effect of an Internal Marketing Strategy on the Causes of Conflicts in the Foodservice Industry (외식업체 내부 마케팅 전략이 갈등 원인에 미치는 영향)

  • Lee, Jin-Ha
    • Culinary science and hospitality research
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    • v.16 no.3
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    • pp.161-173
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    • 2010
  • The foodservice industry should be customer-oriented and service-oriented because production and consumption occur simultaneously and sales depend on customers' participation in the foodservice industry. In this respect, it is faced with maintaining minimum human resources with efficient management systems and policies which employees can offer quality services. This study, therefore, aims to find out how internal marketing strategies affect conflict perception. The result of the study is as follows. Communication, service training, employee benefits and a reward system are generally important in the internal marketing. In particular, it is considered that employee benefits and a reward system based on finance are more important to employees than any other factor. Accordingly, companies should consider facilities offered to the employees, vacation and employee benefits. Also, it is shown that communication-obstacles take high proportion in the cause of conflicts and employee benefits in the internal marketing. This study showed the possibility of internal marketing used as a management method of human resources and a solution for resolving conflicts.

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The effect of Internal Marketing on Job Commitment of Workers in the Beauty Franchise Industry (뷰티 프렌차이즈 산업에서 내부마케팅이 종사자들의 직무몰입에 미치는 영향)

  • Shin, Dong-hwa;Kim, Hyun-joo
    • Journal of Convergence for Information Technology
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    • v.11 no.8
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    • pp.194-200
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    • 2021
  • The beauty industry continued to develop despite the difficult social environment, and in the process, small-scale beauty businesses grew rapidly into large-scale beauty franchises. Therefore, this study was conducted because it was considered that various internal marketing is necessary for workers in the beauty industry. In order to find out what kind of internal marketing has a great effect on job immersion for workers, from February 1, 2021 to March 2021 By the 31st, 220copies out of 250 questionnaires were collected and frequency analysis, reliability analysis, factor analysis, correlation analysis, and multiple regression analysis were performed with spss 22.0. Satisfying internal marketing was a reward system and it was found that it had the greatest influence on job commitment. Therefore, it is considered that the actual internal marketing that workers want should be planned.

The Relative Effects of Three Dimensions of Port Logistics Service Quality on Customer Satisfaction (항만물류 서비스품질 차원이 고객만족도에 미치는 영향 - 인천항 컨테이너 터미널을 중심으로 -)

  • Kim, Byung-Il
    • Journal of Korea Port Economic Association
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    • v.22 no.1
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    • pp.125-149
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    • 2006
  • The main purpose of this study is to develop new measurement device of the quality of terminal service, applying the existing research output of service marketing to the specific industrial aspect of container terminal. Especially we tried to help marketing managers present the points of effective marketing strategy with each dimension of service quality. To achieve this aim, we defined the service quality demensions of container port as the following three ones; the internal, the external, and the interactive qualities. The applied measuring instruments could be divided into three dimensions by carrying out factor analysis. Additionally, by analyzing the relative effects of the three dimensions of service quality on customer satisfaction, we found that the relative importance are as follows; interaction quality>internal quality> external quality. We confirmed that the three dimensions of service quality could affect customer loyalty and information, through customer satisfaction.

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A Study on the Influence of Internal Marketing to Customer Orientation in Convergence Era - The Mediating Effect of S Electronic Employee's Trust to Leaders (융복합시대 내부마케팅이 고객지향성에 미치는 영향에 관한 연구 - S전자 상사의 신뢰 매개효과)

  • Lee, Byeong-Ju;Lee, Seung-Hee
    • 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.

Factors Affecting Viral Marketing Effectiveness in Social Network Sites (소셜 네트워크 사이트의 구전 마케팅의 효과성 영향 요인)

  • Kim, Sin Tae;Kim, Jong Woo
    • Journal of Information Technology Services
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    • v.13 no.3
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    • pp.257-274
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    • 2014
  • Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring to researches done on e-mail viral marketing, this paper operationizes SNS viral marketing effectiveness to accurately reflect marketing success in SNS environment, and tries to identify its affecting factors. As potential affecting factors, fan size, advertisement type, existence of engagement elicitation and incentive are identified. By sampling real advertisement postings on Facebook, we showed that fan size, advertisement type, and engagement elicitation are factors affecting SNS viral marketing success. This research expanded the conventional model of viral marketing into SNS settings to improve understanding on SNS viral marketing. Motivation is discussed as an important factor, and this research showed that viral campaign can be more successful when it triggers internal motivation to engage, but not the external motivation. This research could also be a guide for practitioners on how to post a successful advertisement in SNSs.

A Study on the Effect of Storytelling Marketing on Brand Image and Brand Attitude

  • Kim, Hye-Jin;Park, So-Yeon;Park, Hye-Yoon
    • The Journal of Economics, Marketing and Management
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    • v.6 no.4
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    • pp.1-16
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    • 2018
  • Purpose - This study will investigate and identify the relationship between brand image, brand attitude and intent to purchase based on subjects that have remembered or watched more than one storytelling marketing ad related to airlines. The purpose of the project is to secure market competitiveness by presenting the basis for and use of the marketing strategy using storytelling, which can capture the goodwill of the aerospace competition market in the future. Research, design, data, and methodology - Prior to the research model and hypothesis testing phase, a verification factor analysis was conducted to assess internal consistency among each measurement item and to ensure reliability and validity of the measurement tool. Further, the organization was assessed for validity by calculating the mean variance estimation (AVE) and the construction concept reliability (CCR) through a positive factor analysis. Hypothesis verification was analyzed through a structural equation model, and each concept set in the hypothesis was entered as a potential variable, and each measurement item was entered as an observation variable. Results - Airline's storytelling marketing has a significant impact on the brand image and two emotional and cognitive responses have been shown to influence the brand image. In addition, airline storytelling marketing has a significant impact on brand attitudes and airline storytelling marketing derived from factor analysis has shown two emotional and cognitive responses to brand attitudes. Conclusions - The parts derived based on the research results show that storytelling marketing has a strong influence on the airline's brand image and attitude, and that it is necessary for airlines to have a brand image and attitude. Also, forming a favorable brand image has a significant impact on brand attitudes. We believe that by presenting basic data to the aviation industry in future research on airline storytelling, we will be able to increase understanding and contribution to development of storytelling marketing in aviation.

Moderating Effects of Internal Marketing on the Relationship between Job Stress and Turnover Intention among Dental Hygienists (치과위생사의 직무스트레스와 이직의도의 관계에서 내부마케팅의 조절효과)

  • Lee, Byung-Ho;Kim, Jung-Sool
    • Journal of the Korea Convergence Society
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    • v.7 no.5
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    • pp.79-87
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    • 2016
  • The purpose of this study was to determine the moderating effect of internal marketing on the relationship between job stress and turnover intention of dental hygienists. The subjects of the study were dental hygienists in Ulsan, Busan and Kyungnam(N=191). The data were analyzed using SPSS for windows version 18.0. In conclusion, we obtained the next results. First, the influencing factor in turnover intention showed next sequences, job demand, organizational system, job insecurity and interpersonal conflict(R2=.321) Second, internal marketing showed had moderating effect on the relationship between job stress and turnover intention. Third, empowerment and reward system in sub-domain of internal marketing has moderating effect on the relationship between job stress and turnover intention. In conclusion, the results of this study will contribute to the future dental human resource management.

The Effect of Perceived Internal Marketing and Customer Orientation on the Organizational Commitment of Nurses in Specialized Hospital (전문병원간호사가 지각한 내부 마케팅과 고객지향성이 조직몰입에 미치는 영향)

  • Lim, Kyoung-Min;Jo, Eun-Joo;Kwon, Jeong-Ok
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.17 no.3
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    • pp.489-498
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    • 2016
  • This study examined the effects of internal marketing and customer orientation on the organizational commitment of nurses in specialized hospitals. This research was conducted from May 1 to 30, 2015 and involved 149 nurses at 5 specialized hospitals in Busan, The collected data were analyzed by descriptive statistics, t-test, ANOVA, Scheffe's test, Pearson correlation coefficients, stepwise multiple regression by the SPSS WIN 18.0 program. As a result, there were significant differences in the organizational commitment according to age, marital status, education, clinical experience, position, work shift, working unit, number of beds, and experience of participation for employee satisfaction survey. Organizational commitment was positively related to the internal marketing. In addition, there was a positive correlation between the organizational commitment and customer orientation. Meaningful variables that influenced the organizational commitment were internal marketing, working unit, education, and position. The total explanation power was 58.5% and the internal marketing was the most influential factor. In conclusion, to enhance the organizational commitment of nurses working in specialized hospitals, educational opportunities need to be provided to increase the professionalism of nurses, and efforts will be needed to improve the working environment and develop internal marketing strategies, such as regular satisfaction surveys.