The Korean Journal of Health Service Management (보건의료산업학회지)

Korea Society of Health Service Management (보건의료산업학회)
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The Relationship among Internal Marketing Activities, Job Satisfaction, Organizational Commitment, and Turnover Intention in Pharmaceutical Companies -Focusing on Pharmaceutical Salespeople-

제약회사의 내부마케팅활동과 직무만족, 조직몰입, 이직의도와의 관계 -제약영업사원을 중심으로-

  • Cha, Jae-Bin (Department of Business Administration, Graduate School, Kyunghee University) ;
  • Ryu, Ga-Yeon (Department of Business Administration, Graduate School, Kyunghee University)
  • 차재빈 (경희대학교 일반대학원 경영학과) ;
  • 류가연 (경희대학교 일반대학원 경영학과)
  • Received : 2013.01.16
  • Accepted : 2013.02.08
  • Published : 2013.03.30
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Abstract

The initial approach to this study is to focus on pharmaceutical companies' internal marketing activities for organizational diagnosis. By analysing the influence of internal marketing elements on the job satisfaction, organizational commitment, and turnover intention of pharmaceutical salespeople, this study aims at coming up with ways to strengthen the sales capacity and competitive edge of pharmaceutical companies through the salespeople's satisfaction. For 32 days between November 10th and December 12th of 2012, a total of 210 copies of questionnaires were given to the respondents and 203 of them except 7 with insufficient answers were used for the final analysis. The analysis result showed that internal communication, delegation of authority, and reward system among the elements of internal marketing activity had a positive influence on the workers' job satisfaction. The internal marketing activity elements did not influence the respondents' organizational commitment. Job satisfaction had a positive influence on their organizational commitment, while it had a negative influence of turnover intention. The conclusion section encapsulated the results of empirical analysis and proposed practical lessons regarding pharmaceutical companies' internal marketing.

Keywords

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