내부마케팅이 조직지원인식, 혁신행동과 고객지향성에 미치는 영향

Abstract

Traditional studies on marketing have been concentrated on external marketing, a marketing activity for external customer. On the contrary, internal marketing can be categorized as service marketing and is a kind of marketing activity for human resources inside of the organization. The purpose of this study is to examine the effects of the efficient internal marketing policy for Bank and Security company to employee's customer orientation behavior. In this study, internal marketing policies for the financial institutions of promotion, education and training, management support, reward system, internal communication, and empowerment are selected as the main factors. Also, these factors increase perceived organizational support(POS), innovative behavior and should Influence on employee's customer orientation behavior. A survey questionnaire was distributed to 400 customers in D's securities branch and K's banks branch and 362 responses were collected, 36 responses were deleted lacking proper information fill in. A descriptive statistical analysis was applied to the remaining 326 responses. The statistical techniques used for carrying out hypothesis-testing are EFA(Exploratory Factor Analysis), CFA(Confirmatory Factor Analysis), SEM(Structural Equation Modeling) in SPSS 18.0 and AMOS 7.0 statistical programs. The empirical results are summarized as follows, First, internal marketing factors has a positive(+) effect to POS. Test results, management support, reward system, internal communication is POS had a positive impact on awareness. However, training and empowerment was no significant effect of the delegation. Second, internal marketing factors has a positive(+) effect to innovative behavior. Test results, management support, reward system is innovative behavior had a positive impact on awareness. However, education and training, empowerment and internal communication was no significant effect of the delegation. Third, POS has a positive(+) effect to employee's innovative behavior. Test results, had a positive impact. Fourth, POS and employee's innovative behavior has a positive(+) effect to customer-oriented behavior. Test results, two factors influence both positive. Fifth, internal marketing factors has a positive(+) effect to customer orientation behavior. Test results, had a positive impact. Therefore, effective internal marketing which led to the employee's satisfaction, enhancing employees' customer-oriented behavior has been reported. Sixth, POS and innovative behavior will be acts as an intermediary the internal marketing and customer orientation of employees. Test results, effect of two factors, both showed that the parameters. In the above results, We have the following marketing implications. First, internal marketing of financial institutions is based on the organizational culture that they must arrange an effective policy. In other words, the employees have been recognized. The importance of internal marketing factors, education and training, empowerment, internal communication, reward systems, management support was thinking. Second, employees feel the organization supports efforts are required to strengthen the awareness that I will. This should be preceded by effective internal marketing policy is also imperative. However, even if good internal marketing policy support organization for employees to feel self-awareness is not high will not be motivated. Third, efforts of employees are customer-oriented behavior. Financial institutions to deal with the money markets. Thus, from a customer's trust is an important asset and source. In order to, customer-oriented employees to do the self-motivation to allow companies to establish a policy, you will want to try. This study, however, reveals several limitations as followings, First, this study is only for employees of financial institutions because there is a limit to generalize the findings are. Second, selection of the sample of the survey in Seoul and Gyeonggi area of bank, securities and because the survey sample is representative some deficiencies that will strip. Third, in this study, we proceed to study the cross-sectional nature of the service industry having been a corporate environment and policies for each business sector, due to employees' perceptions of the working environment may be different.