내부마케팅이 자기 서비스품질에 미치는 영향에 관한 연구

Abstract

The purpose of this study is to examine the effect of internal marketing on own service quality of hotels staffs. In addition, the study suggests the directions for the competitively superior strategies through the internal customer satisfaction management. In the study, a literature method and empirical research are carried out side by side to achieve purposes of the study. This study consists of five chapters. The introduction, the first chapter, proposed problem and established study purposes and specific study methods for problem-solving. In the second chapter, the literature study was carried out as a theoretical background of this study and the previous ones related to variables was reviewed. Chapter three is the design of the study. The study model and hypotheses were set up and the methods of data collecting, empirical analysis reported the results of basic analysis from reliability, validity analysis for core variables, the parameter estimates including Chi-square, GFI and the results of hypotheses inspection were explained. Fifteenth hypotheses were given from the previous research. To verify these hypotheses, 295 valid sample data were selected from the 320 sample from self-administered questionnaire survey method. The SPSS 14.0 and AMOS 7.0 program were employed for the data statistical analysis method. In the conclusion, the last chapter described the summary and implications of the study and also contains limitations of the study and considerations for the further studies. Total fitting index of the study model can be accepted and the findings of empirical analysis are as follows. First, the educational training only influenced job satisfaction positively but the organizational commitment didn't. Educational training could assist in our understanding of how this could motivated employees, more skillful and enhance the attitude. Second, in-house communication positively influences job satisfaction, but organizational commitment doesn't. Third, the welfare affected job satisfaction and organizational commitment positively. Welfare enhances quality of work, organizational productivity and job satisfaction. Fourth, job satisfaction had effects on organizational commitment. The higher the job satisfaction, the greater organization commitment. Fifth, job satisfaction and organizational commitment had effects on own service quality. Sixth, educational training and compensation only influences own service quality positively. Based on the results of the study, job satisfaction and organizational commitment through the educational training and welfare will had effects on own service quality of hotel staffs. In further study to objectively measure the performance supervisory and the peer, evaluated by the customer with efforts to reduce the gap between them is required. According to the executing of internal marketing, internal customer satisfaction and organizational commitment and efforts to improved own service quality is not to be realized in the short term, but need an in-depth research.