ISSN : 1229-6783(Print)
ISSN : 2288-1484(Online)
ISSN : 2288-1484(Online)
내부고객 지원활동이 종업원의 시장지향성과 고객지향성에 미치는 영향에 관한 연구
A study on the Effects of Internal Customer Assistance Activity on Market Orientation and Customer Orientation
Abstract
Business environment, competition among firms in recent years, diverse and fragmented by the symbol of theconsumer has become very complex and intense. Nevertheless, for the best performance of firms differentiatedtheir company strives to have unique core competencies. In this study, reviewing the internal customer supportactivities and existing research on market orientation and then how it affects the future strategy for theinternal customer support activities. Through the results of this study, first, to appear understanding of theeffect 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 ina long term when in planning and training for employees such as job training, service training and training forimproving service mind. Second, employment stability and internal communications to the employee's customerorientation showed no significant affect. This is considered for employees due to lack of fear or anxiety, so theemployer could focus on his role in the current organization willing to participate actively for goals of theorganization. Finally external customer orientation in the employee's customer orientation did not affect theanalysis results which is appeared to in companies are constantly communicating with employees through thecompany's position and the difference between the employee's position is necessary to look for ways to narrow down.
- 28 김용범(245-257).pdf527.2KB
Reference
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2. 김성혁, 전정아, 이미선, "내부마케팅이 내부고객만족과 고객지향성에 미치는 영향 - 수도권내 외국인 전용 카 지노를 중심으로", 관광학연구, 32(4), (2008):pp.5-454.
3. 김홍범, "호텔 종사원의 이직성향에 영향을 미치는 인터널 마케팅 요인에 관한 연구:, 관광학연구, 22(1), (1998):pp.21-42.
4. 박성연, 한지희, "조직의 서비스지향성과 종업원의 고객 지향성이 기업성과에 미치는 영향에 관한 연구", 동아 대학교경영문제연구소, 경영논집, 26, (2005):pp.107-117.
5. 배일현, 김영, "택배기업의시장지향성이 고객지향성, 종 업원만족, 고객유지, 기업성과에 미치는 영향-A 택배를 중심으로", 한국물류학회지, 17(4), (2007):pp. 101-129.
6. 안준수, "호텔종사원의 대인관계 성향에 따른 고객지향 성에 관한 연구", 관광경영학회 관광경영학연구, 8(3), (2004): pp.183-202.
7. 유필화, 박대현, 곽영식, "판매원의 고객지향지수 개 발 및 판매원성과 와의 상관관계분석", 소비자학연 구, 7(2), (1996):pp.59-95.
8. 이병열, "한국 여행사의 내부마케팅이 직무만족과 조직시민행동 및 고객지향성에 미치는 영향에 관한 연구", 상지대학교 대학원 박사학위 논문. (2010)
9. 이정환, "내부마케팅이 시장지향성과 서비스품질 및 고객만족에 미치는 영향에 관한 연구 \-국내 기간 통신 사업자를 중심으로", 상지대학교 대학원, 박사 학위논문. (2005)
10. 이준혁, 윤대균, "인터널마케팅요인이 성과에 미치 는 영향에 관한 연구-경주지역 관광호텔을 중심으 로", 호텔경영학연구, 9(1). (2000)
11. 이학식, 김영, 이용기, "시장지향성과 성과: 사원만 족, 고객만족 및 기업이미지의 매개적 역할," 경영 학연구, 27(1), 한국경영학회, (1998):pp.157-184.
12. 이희천, "호텔기업의 내부마케팅이 종업원의 태도 와 서비스품질 및 고객반응에 미치는 영향에 관한 실증연구". 경성대학교 박사학위 청구논문. (1998)
13. 정기한, 황인호, 신재익, "공기업에서의 내부마케팅과 고객지향성이 서비스품질과 고객만족에 미치는 영향에 관한연구", 고객만족경영연구, 9(1), (2007):pp.103-122.
14. 조상균, "택배기업의 시장지향성이 기업성과에 미 치는 영향에 관한 연구", 인하대학교 물류전문대 학원 학술석사과정 학위논문. (2011)
15. 한진수, 김은정, "호텔기업의 내부마케팅활동이 종 사원의 직무만족, 조직몰입 및 고객지향성에 미치 는 영향", 호텔경영학연구, 14(3), (2005):pp.191-213.
16. Ahmed, P. K. & Rafiq, M., "Commentary: Internal marketing issues and challenges", European Journal of Marketing, 37(9), (2002):pp.1177-1186.
17. Arnett, D. B., Laverie, D. A. & Mclane, C., "Using job satisfaction and pride as internal-marketing tools", Cornell Hotel and Restaurant Administration Quarterly, 43(2), (2002):pp.87-96.
18. Arnold, H. and Feldman, D., "A multivariate analysis of the determinants of job turnover," Journal of Applied Psychology, Vol.67, (1982):pp.350-360.
19. Ashford, S., Lee, C. and Bobko, P., "Content causes, and consequences of job insecurity : A theory-based measure and substantive test," Academy of Management Journal, Vol.32, (1989):pp.803-829.
20. Banker, R. D., Konstans, C. & Mashruwala, R., "A contextual study of links between employee satisfaction, employee turnover, customer satisfaction and financial performance:. Working Paper. (2000)
21. Bessom, R. M. and Jackson JR, D. W., "Service retailing: a strategic marketing approach", Journal of Retailing, 51(2), (1975):pp.137-149.
22. Borg, I. and Elizur, "Job Insecurity: Correlates, moderators and measurement," International Journal of Manpower, 13(2), (1992):pp.13-26.
23. Brockner, J., Dewitt, R., Grover, S. and Reed, T., "When it is especially important to explain why Factors affecting the relationship between managers' explanations of a layoff and survivors' reactiona to the layoff," Journal of Experimental Social Psychology, Vol.26, (1990):pp.389-407.
24. Brown, T. J., Mowen, J. C., Donavan, D. T. & Licata, J. W., "The Customer Orientation of Service Workers: Personality Trait Effects on Self and Supervisor Performance Ratings", Journal of Marketing Research, 39(1), (2002): pp.110-119.
25. Cahill, D. J., "The managerial implications of learning organization: A new tool for internal marketing", The Journal of Service Marketing, 9(4), (1995):pp.43-51.
26. Clampitt, P. and Downs, C., "Employee perception of the relationship between communication and productivity," Quarterly Journal of Speech, 30(1), (1993):pp. 5-28.
27. Conduit, J. & Mavondo, F. T., "How Criticalis Internal Customer Orientation to Market Orientation?," Journal of Business Research, 51(1), (2001):pp.11-24.
28. Davy, J., Kinicki, A., Kilriy, J. and Scheck, C., "After the merger : Dealing with people's uncertainty," Training and Development Journal, Vol.42 No.11, (1988):pp.56-61.
29. Davy, J., Kinicki, A. and Scheck, C., "Developing and testing a model of survivor responses to layoffs," Journal of Vocational Behavior, Vol. 38, (1991):pp.302-317.
30. Davy, J., Kinicki, A. and Scheck, C., "A test of job security's direct and mediated effects on withdrawal cognitions", Journal of Organizational Behavior, Vol.18, (1997):pp.323-349.
31. Day, G. S., "The Capabilities of Market-Driven Organizations", Journal of Marketing Research, Vol. 58, (1994):pp37-52.
32. Day, G. S. and Wensley R., "Assessing Advantage: A Framework for Diagnosing Competitive Superiority" Journal of Marketing Research, Vol 52, (1988):pp.1-20.
33. Donavan, D. T., Brown, T. J. & Mowen, J. C., "Internal Benefits of Service-Worker Customer Orientations: Job Satisfaction, Commitment and Organizational Citizenship Behaviors", Journal of Marketing, 68(Jan.), (2004):pp.128-146.
34. George, W. R., "Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level", Journal of Business Research, 20(5), (1990):pp.63-70.
35. Greenhalgh, L., "Job insecurity and disinvolvemen t:Field research on the survivors of the layoff", Presented at the National Academy of Management Meeting, San Diego, CA, (1985),
36. Greenhalgh, L. and Rosenblatt, Z., "Job insecurity: Toward conceptual clarity," Academy of Management Review, Vol.9, (1984):pp.438-448.
37. Gronroos, C., "Relationship Approach to Marketing Service Contexts: The Marketing and Organizational Behavior Interface," Journal of Business Research, 20(1), (1990)pp.3-11.
38. Hartline, M. D., Maxham, J. G. Ⅲ, and McKee, D. O., "Corridors of Influence in the Dissemination of Customer-Oriented Strategy to Customer Contact Service Employee“, Journal of Marketing, Vol. 64 (April), (2000):pp.35-50.
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