내부 마케팅은 서비스의 질과 고객 만족을 높이기 위한 방법으로 사용되어 왔다. 그러나, 내부 마케팅의 정의와 그 적용은 연구자에 따라 다르게 사용되어 왔다. 따라서, 본 연구의 목적은 외식 산업에서 사용 가능한 내부 마케팅 요소를 개발하는 것이다. 본 연구는 웹 설문지를 통하여 405개의 자료를 최종분석에 사용하였다. 기존 연구 논문을 바탕으로 다섯 개의 내부 마케팅 요소(비전, 개발, 보상, 동기 부여, 사내 커뮤니케이션)가 채택되었고, 자료 분석, 결과 다섯 개의 내부 마케팅 요소는 직원의 직업 만족도를 향상시키는 데 큰 영향을 미침을 알 수 있었다.
내부 마케팅은 서비스의 질과 고객 만족을 높이기 위한 방법으로 사용되어 왔다. 그러나, 내부 마케팅의 정의와 그 적용은 연구자에 따라 다르게 사용되어 왔다. 따라서, 본 연구의 목적은 외식 산업에서 사용 가능한 내부 마케팅 요소를 개발하는 것이다. 본 연구는 웹 설문지를 통하여 405개의 자료를 최종분석에 사용하였다. 기존 연구 논문을 바탕으로 다섯 개의 내부 마케팅 요소(비전, 개발, 보상, 동기 부여, 사내 커뮤니케이션)가 채택되었고, 자료 분석, 결과 다섯 개의 내부 마케팅 요소는 직원의 직업 만족도를 향상시키는 데 큰 영향을 미침을 알 수 있었다.
Internal marketing has been considered as a way of achieving higher service quality and customer satisfaction in the service industry. However, the definitions and implementation of internal marketing varies by researcher. Therefore, the purpose of this study was to explore an explanatory internal m...
Internal marketing has been considered as a way of achieving higher service quality and customer satisfaction in the service industry. However, the definitions and implementation of internal marketing varies by researcher. Therefore, the purpose of this study was to explore an explanatory internal marketing mix that can be utilized in the foodservice industry. Using a web-based survey method, a total of 405 usable samples were collected and used in the data analysis. Five internal marketing components (i.e., vision, development, reward, employee motivation, and internal communication) were adopted from previous literature, and the results indicated significant impacts of the internal marketing mix on employee job satisfaction.
Internal marketing has been considered as a way of achieving higher service quality and customer satisfaction in the service industry. However, the definitions and implementation of internal marketing varies by researcher. Therefore, the purpose of this study was to explore an explanatory internal marketing mix that can be utilized in the foodservice industry. Using a web-based survey method, a total of 405 usable samples were collected and used in the data analysis. Five internal marketing components (i.e., vision, development, reward, employee motivation, and internal communication) were adopted from previous literature, and the results indicated significant impacts of the internal marketing mix on employee job satisfaction.
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문제 정의
This investigation attempts to identify factors that have impacts on employee job satisfaction and to provide suggestions to foodservice operators to increase the employees’ satisfaction level in their organization.
가설 설정
Hypothesis 1: Vision has a direct and positive influence on employee job satisfaction.
Hypothesis 2: Development has a direct and positive influence on employee job satisfaction.
Hypothesis 3: Reward has a direct and positive influence on employee job satisfaction.
Hypothesis 4: Employee motivation has a direct and positive influence on employee job satisfaction.
Hypothesis 5: Internal communication has a direct and positive influence on employee job satisfaction.
제안 방법
Reliability tests (i.e., Cronbach’s alpha coefficient) and confirmatory factor analysis were conducted to check the reliability and validity of the measurement.
Since there are limitations to Foreman and Money's (1995) internal marketing scales, the current study utilized the addition of more plausible internal marketing practices: employee motivation and internal communication.
The current study was conducted to explore internal marketing mix that affects restaurant employees’ attitudes in their workplace.
이론/모형
In addition to the composite reliability coefficient, Cronbach’s alpha coefficient was used to see the internal consistency within the construct.
성능/효과
As the results indicated, vision and reward not only are significant internal marketing practices in predicting employee job satisfaction but also could be great vehicles to increase employees’ motivation.
Out of a total of 479 samples collected, 32 straight-lining responses and 42 cases of multivariate outliers according to Mahalanobis’s distance were deleted for an accurate analysis.
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