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http://dx.doi.org/10.5850/JKSCT.2007.31.3.387

The Effects of Apparel Stores' Internal Marketing and Internal Customer Relationship Management on Employees' Attitude toward Change  

Row, Young (Dept. of Clothing & Textile, Hanyang University)
Park, Jae-Ok (Dept. of Clothing & Textile, Hanyang University)
Lee, Kyu-Hye (Dept. of Clothing & Textile, Hanyang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.31, no.3, 2007 , pp. 387-397 More about this Journal
Abstract
Due to the recent trend of relationship marketing and characteristics of the apparel retail industry that relys heavily on employees' performance, internal marketing toward the employees gives a critical influence on firms' overall performance. This study is aiming at the factors of internal marketing and relationship management that enhance positive attitude toward change. A survey questionnaire was developed and about two hundreds department store sales staffs working for apparel brands participated in the empirical study. Factor analysis ensured the existence of five aspects of internal marketing: educational training, internal communication, power endorsement, management capability and incentive system. Results indicated that age, marital status, years of employment, position rank, and salary types of salespersons had significant influence on internal marketing factors. Incentive system had significant influence on internal customer relationship management. Internal customer relationship management had significant impact on employees' attitude toward change. Educational training had significant influence on employees' perceived importance of change. Educational training, power endorsement and incentive system affected employees' perceived outcome of change.
Keywords
Internal marketing; Internal relationship management; Attitude toward change;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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