Journal of Fisheries and Marine Sciences Education (수산해양교육연구)

The Korean Society for Fisheries and Marine Sciences Education (한국수산해양교육학회)
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A Study on the Effects of Internal Marketing on the Employee's Job Attitude and Customer Orientation in Container Terminal Operators

컨테이너터미널 운영사의 내부마케팅이 조직구성원의 태도와 고객지향성에 미치는 영향에 관한 연구

  • Received : 2011.04.23
  • Accepted : 2011.06.05
  • Published : 2011.06.30
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Abstract

This study concerns the importance of internal marketing, employee's attitude, and customer orientation through the change of port industry and the operational condition of domestic container terminals. In accordance with this, the structural relationship among variables, which are internal marketing, employee's attitude and customer orientation in container terminals need to be acknowledged to secure competitive advantage and to maintain continuous transaction relationship with customer through the empirical research. The purpose of this study is to firstly, understand the current facilities and situation of container terminals in Busan port, and its changing environment of port industry. Secondly, provide basic information through the seeking whether the concept of internal marketing is able to apply into port industry. Thirdly, establish the theoretical system through the literature consideration on internal marketing, employee's attitude and customer orientation in container terminals. Finally, draw useful suggestions for managing container terminals through the structural relationship among variables, which are internal marketing, employee's attitude and customer orientation in container terminals.

Keywords

References

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