Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Exploring Internal Marketing Mix and Its Applications in the Foodservice Industry

외식 산업의 내부 마케팅 요소 개발 및 적용 방법

  • Joung, Hyun-Woo (Dept. of Nutrition and Hospitality Management, The University of Mississippi) ;
  • Choi, Eun-Kyong Cindy (Kemmons Wilson School of Hospitality and Resort Management, University of Memphis) ;
  • Lee, Dong-Soo (Dept. of Parks, Recreation, and Hospitality, Arkansas Tech University) ;
  • Kim, Hak-Seon (Dept. of Hospitality and Tourism Management, Kyungsung University)
  • Received : 2015.09.17
  • Accepted : 2015.10.20
  • Published : 2015.10.31
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Abstract

Internal marketing has been considered as a way of achieving higher service quality and customer satisfaction in the service industry. However, the definitions and implementation of internal marketing varies by researcher. Therefore, the purpose of this study was to explore an explanatory internal marketing mix that can be utilized in the foodservice industry. Using a web-based survey method, a total of 405 usable samples were collected and used in the data analysis. Five internal marketing components (i.e., vision, development, reward, employee motivation, and internal communication) were adopted from previous literature, and the results indicated significant impacts of the internal marketing mix on employee job satisfaction.

내부 마케팅은 서비스의 질과 고객 만족을 높이기 위한 방법으로 사용되어 왔다. 그러나, 내부 마케팅의 정의와 그 적용은 연구자에 따라 다르게 사용되어 왔다. 따라서, 본 연구의 목적은 외식 산업에서 사용 가능한 내부 마케팅 요소를 개발하는 것이다. 본 연구는 웹 설문지를 통하여 405개의 자료를 최종분석에 사용하였다. 기존 연구 논문을 바탕으로 다섯 개의 내부 마케팅 요소(비전, 개발, 보상, 동기 부여, 사내 커뮤니케이션)가 채택되었고, 자료 분석, 결과 다섯 개의 내부 마케팅 요소는 직원의 직업 만족도를 향상시키는 데 큰 영향을 미침을 알 수 있었다.

Keywords

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