• The Journal of the Korea Contents Association
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• v.14 no.11
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• pp.783-797
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• 2014

The purpose of this study is to analyze impact of internal marketing on job satisfaction, job commitment, organizational commitment, and customer orientation in rapidly changing health care environment. The data were collected from 635 employee of 3 hospitals using a standardized questionnaires in Busan and Gyeongnam province. The results were as follows. All internal marketing factors had a direct impact on job satisfaction, job commitment, management support, empowerment, reward systems but affected the indirect through the job satisfaction all factors of internal marketing. Based on the results of this study members of the hospital in order to improve customer orientation, job satisfaction, job commitment create a pleasant working environment, give an appropriate decision-making and compensation for work performance. Compensation for work performance and organizational development suggestions should be considered by executive support.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.399-408
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• 2011

The purpose of this study was to investigate the relationship between internal marketing and job satisfaction and organizational commitment of secondary physical education teachers. The subject who 286 people worked for secondary physical education teachers in Busan, using cluster random sampling. Finally 258 questionnaires were analyzed using SPSS 15.0 and the results were as follows. First, internal marketing had an effect on job satisfaction of secondary physical education teacher. Second, internal marketing had an effect on organizational commitment of secondary physical education teacher. Third, job satisfaction of secondary physical education teacher had an effect on organizational commitment.

• The Journal of the Korea Contents Association
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• v.11 no.8
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• pp.300-310
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• 2011

The purpose of this study was to examine the relationship between internal marketing, organizational commitment and business performance. Therefore this study is helped to build the strategies that is more efficient internal marketing and organizational commitment for the hospital business. A cross-sectional design was used, with a convenience sample of 284 registered nurses from two university hospitals, two general hospitals and two maternal-child hospital in one region. Collected data were analyzed by descriptive statistics, Pearson's correlation coefficient and multiple regression through the SPSS WIN program. The predicting factors for communication and organizational commitment had the explanation power of 41.5% in business performance by the individual. The hospital size, compensation and segmentation system comprise about 53.2% of business performance by the organizations. So, nursing leaders should be interest in the strategies for good business performance. It is possible that they implement the policies to suitable internal marketing strategies and the program to improve organizational commitment for nurses.

• Journal of Korean Clinical Nursing Research
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• v.18 no.3
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• pp.329-340
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• 2012

Purpose: This study was done to identify internal marketing activity, emotional labor and work-family conflict that influence turn-over in hospital nurses. Methods: Participants were 513 nurses from 2 general hospitals in Chung-nam and Gyeonggi Provinces, South Korea. Data were collected from September 1 to 30, 2011 using self-report questionnaires. Stepwise multiple regression was used to identify association between variables. Results: The mean score for internal marketing activity was $94.7{\pm}14.7$, emotional labor, $31.4{\pm}5.5$, work-family conflict, $19.6{\pm}4.1$, and turn-over, $13.7{\pm}3.4$. After adjusting for general characteristics, stepwise multiple regression showed that work-family conflict (${\beta}=.20$, p<.001), marketing activity (${\beta}=-.21$, p<.001), and emotional labor (${\beta}=.22$, p<.001) were associated with turn-over. These predictors accounted for 33% of variance in turn-over. Conclusion: The results of this study show that work-family conflict was the most influential predictor indicating a need for the development of strategies to reduce work-family conflict and emotional labor. At the same time internal marketing activity should be supported in the hospital by analyzing the needs for nurses. Also career development programs and mentor systems will be useful for effective manpower management and quality improvement of nursing services.

• Journal of the Korean Society of Costume
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• v.66 no.8
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• pp.109-122
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• 2016

This study is to explore the ways to increase the export performance of start-up companies, as opportunities are rising along with more companies entering the global market. Thus the study analyzed the factors affecting export performance of the start-up company by mainly looking at the international marketing capabilities of enterprises type of marketing strategy and internal environmental capabilities. The following were derived as factors for marketing 4P strategy: innovation of product, flexibility of export price, differentiation of distribution channels, diversity of promotional activities, and positive-ness of promotion. For internal capabilities of enterprises, innovation of CEO, initiative of CEO, risk susceptibility of CEO, information power of export market, and information power of competitor were derived as factors. Two types of performances were considered for export performance, financial and non-financial. Among innovation of product and risk susceptibility of CEO the non-financial performance of export performance, and only differentiation of distribution channels of marketing 4p strategy the financial performance. It showed that since performance was different depending on the entrepreneurship of the CEO, only innovative products differentiated from small and medium enterprises. risk susceptibility of CEO increased export outlook by corporate acknowledgment and image, creation of potential customers, and financial performance affected only differentiation in distribution channel rather than entrepreneurial spirit, information power, or organizational flexibility because of short business career and insufficient period enough to gain trust. Therefore, start-up companies need to improve their non-financial export performance by increasing innovation of product and risk susceptibility of the CEO. The companies need to widen the differentiation of distribution channels in the financial export performance.

• Journal of dental hygiene science
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• v.16 no.1
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• pp.37-44
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• 2016

The purpose of this study was to reveal association between internal marketing and customer orientation. Internal marketing was composed of empowerment, educational training, reward system, internal communication and management support. We thought these factors affect to the consumer orientation. For this study, 191 dental hygienists in Busan, Ulsan and Kyungnam are participated in this study. The data were analyzed with descriptive statistics, t-test, ANOVA, pearson's correlation coefficients, and stepwise multiple regression analysis with SPSS 18.0 program. In conclusion, we obtained the next results. First, the mean of internal marketing behavior was 3.22 out of 5. In terms of sub-domain, educational training (3.88) is the highest, followed by empowerment (3.35), internal communication (3.10), management support (3.05) and reward system (2.79). Second, the internal marketing factors of internal communication, reward system orientation, management support, empowerment, and educational training had positive correlations with customer orientation (r=0.189~0.381). Third, the influencing factor in customer orientation were educational training (${\beta}=0.277$) and empowerment (${\beta}=0.276$), adjusted $R^2=0.202$. As dental patients' desire to medical service quality becomes diversified, the analysis result is considered to help the future dental service management.

• Asia Marketing Journal
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• v.17 no.2
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• pp.39-62
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• 2015

Relatively little studies have investigated employee recovery from internal service failure, especially from the employees' perspective. When handling customer complaints, employees must not only deal with legitimate customer demands after a service failure, such as providing an apology, rectifying the problem, and offering compensation, but they must also manage illegitimate dysfunctional customers, who may yell, threaten, and even physically harm the employee. These negative experiences can have strong effects, and employees can exhibit higher levels of stress such as burnout and emotional labor, which have been linked to dissatisfaction, tension and anxiety, reduced performance and effectiveness, and a greater propensity to leave the firm, ultimately leading to negative financial consequences for the firm. These conditions result in internal service failure and create the need to recover employees-in other words, internal service recovery. However, little research has examined this issue so far. The purpose of the current study, therefore, is to investigate the relationship between internal service recovery and employee outcomes. A pre-test, post-test between-subjects experimental design was developed. Participants were 166 part-time students who were working full-time. The average age of the participants was 36.74 years, and 57.50% of them were female. The average length of employment was 13 years. Participants were randomly assigned to one of four groups of approximately equal size. Three of the groups were subjected to an experimental situation involving an internal service failure, while one group was not exposed to failure, thereby acting as a control group. This study contributes to the service marketing literature in several ways. First, the study extends service failure and/or recovery research by examining recovery in an employee context. Second, this study attempts to measure internal service recovery and to empirically demonstrate its relationship to employee outcomes. Third, this investigation emphasizes the managerial importance of internal service recovery. For example, understanding the nature of the relationships between internal service recovery and its consequences can improve the effectiveness and efficiency of managers' resource allocation decisions.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.476-499
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• 2020

The impacts of internal marketing in the security firms have not been studied much. This study analyzes the impact of internal marketing on job satisfaction, job commitment, customer orientation, and job performance for the security firm's branches using multiple mediation model which differs from simple mediation model. The data were collected from 263 employees of securities firm's branches in Seoul, Busan and other Korean metropolitan cities. The research hypothesis was validated by the tools of SPSS 22.0 and AMOS 22.0. The results are as follows. First, among the internal marketing factors, delegation of authority, reward systems and education training had a significant effect on job satisfaction. And internal communications were shown to have a significant effect on job commitment and customer orientation. Second, job satisfaction have a significant direct impact on the job commitment, customer orientation. And customer orientation have direct impact on the job performance. Also, delegation of authority and reward systems were found to have a significant indirect effect on the job performance in mediation of job satisfaction and customer orientation. These results imply that internal marketing factors affect job performance mainly through the mediation of job satisfaction, job orientation and that specially delegation of authority and reward system affect on the performance much, which are different from other industry cases.

• Management & Information Systems Review
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• v.31 no.3
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• pp.185-222
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• 2012

The purpose of this paper is to examine the effects of internal marketings including education and training, internal communication, reward system, and welfare to job satisfaction and organizational commitment in the taxi company in Kangwon province. The results of this study were as follows. Firstly, reward system and welfare are having the positive effect to job satisfaction, but education & training and internal communication are having negative effect on job satisfaction. Secondly, the result of the analysis on the effect of internal marketing to organizational commitment has shown that education & training, reward system, and welfare are have the positive effect on organizational commitment. Unfortunately, the internal communication has shown the negative effect on organizational commitment. Thirdly, the result of the analysis has shown that job satisfaction has the positive effect on the organizational commitment. Lastly, on the result of the hypotheses verification, the internal marketing has an effect to job satisfaction and organizational commitment partly and job satisfaction has a positive effect to organizational commitment. Therefore, through continuous effort of internal marketing activities make a positive effect on taxi driver's job satisfaction and organizational commitment and help to maximize the effectiveness of the organization.

• Journal of the Korea Convergence Society
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• v.7 no.5
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• pp.79-87
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• 2016

The purpose of this study was to determine the moderating effect of internal marketing on the relationship between job stress and turnover intention of dental hygienists. The subjects of the study were dental hygienists in Ulsan, Busan and Kyungnam(N=191). The data were analyzed using SPSS for windows version 18.0. In conclusion, we obtained the next results. First, the influencing factor in turnover intention showed next sequences, job demand, organizational system, job insecurity and interpersonal conflict(R2=.321) Second, internal marketing showed had moderating effect on the relationship between job stress and turnover intention. Third, empowerment and reward system in sub-domain of internal marketing has moderating effect on the relationship between job stress and turnover intention. In conclusion, the results of this study will contribute to the future dental human resource management.