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http://dx.doi.org/10.14400/JDC.2016.14.9.99

A Study on the Influence of Internal Marketing to Customer Orientation in Convergence Era - The Mediating Effect of S Electronic Employee's Trust to Leaders  

Lee, Byeong-Ju (Dept. of Business Administration, Kumoh National Institute of Technology)
Lee, Seung-Hee (Dept. of Business Administration, Kumoh National Institute of Technology)
Publication Information
Journal of Digital Convergence / v.14, no.9, 2016 , pp. 99-109 More about this Journal
Abstract
This paper aims to examine the role of mediating effect of trust to leaders on the relation between internal marketing and customer orientation. A survey was conducted to examine the responses of 570 employees. Reliability, confirmatory factor analysis and structural equal modeling were used for results. The following are the summary of hypothesis test. First, internal marketing has positive effect on customer orientation. Second, internal marketing has positive effect on employee's trust to leaders. Third, trust to leaders has positive effect on customer orientation. Fourth, the mediating effects of trust to leaders partially mediated the relationships among empowerment, training, reward, internal communication and customer orientation and fully mediated the relationship between management support and customer orientation. Therefore, the results of this study have many theoretical and practical implications.
Keywords
Internal Marketing; Customer Orientation; Employee's Trust to Leaders; Empowerment; Compensation;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
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