• The Korean Journal of Health Service Management
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• v.7 no.1
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• pp.69-82
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• 2013

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.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.18 no.5
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• pp.524-530
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• 2017

There has recently been increased recognition of the significance of internal marketing activity towards hospitals; however, few studies have investigated internal marketing towards hospitals. Therefore, this study was conducted to examine the impacts of internal marketing and service orientation on hospital image and to focus on the moderating effect of self-efficacy. The main results were as follows. First, empowerment, education training, and leadership of internal marketing positively affect service orientation, with leadership having the greatest influence. Conversely, internal communication and reward do not affect service orientation. Second, service orientation positively affects hospital image, indicating that an influencing relationship between the two factors is formed. Third, the moderating effects of self-efficacy towards the relationship between internal marketing and service orientation is not significant an alpha level of 0.05. However, overall internal marketing in the high group of self-efficacy has a greater effect on service orientation than that in the low group. Thus, the managers should enhance internal marketing and service orientation to increase hospital image, and motivate employees to have self-efficacy.

• Journal of the Korea Safety Management & Science
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• v.13 no.4
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• pp.171-177
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• 2011

This paper reviewed the relationship between internal marketing and incremental innovation, and the moderating effect of firm size. The results of hierarchical multiple regression analysis, based on the responses from 322 employees in small business, showed that almost internal marketing factors effects positively on incremental innovation. All internal marketing factors(CEO support, compensation system, education & training, internal communication, authority delegation) appeared to be related positively with process innovation and service innovation. And all other factors(compensation system, education & training, internal communication, authority delegation) except CEO support showed to have positive relationship with operation innovation. In the moderating effects, internal communication effects more positively on incremental innovation in large firm-size than in small firm-size. But delegation effects more positively on incremental innovation in small firm-size than in large firm-size.

• Journal of Distribution Science
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• v.13 no.6
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• pp.87-96
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• 2015

Purpose - Several domestic telecommunication companies have made a considerable effort to continuously grow and survive, and they have strived to thrive in the midst of mature market competition. To overcome this challenging situation and to grow continuously, while still meeting customer needs that are becoming more diverse and complicated with the passage of time, extensive support for internal marketing is essential. Without such internal support, companies face serious limitations and market roadblocks. The communication industry is a high-level service industry and a basic communications industry characteristic is its significant dependence on the employees delivering the services. Therefore, entrepreneurs in the information/communications industry, as well as existing competitors, should look to satisfy external customers through critical investment in internal customers (employees). Therefore, it is important for research to examine how internal factors influence technology innovation and service quality, which are the key drivers for companies that are seeking leading market positions. Research design, data, and methodology - The purpose of this study is to analyze the relationship of technology innovation and perceived service quality with the internal marketing factors in the communication industry and to offer suitable and effective internal marketing suggestions. The independent variables of this study are internal communication, education and training, the support of the executives, reward systems, and empowerment. The dependent variables are technology innovation and perceived service quality. Utilizing these, this paper studies the influence of internal marketing factors on technology innovation and perceived service quality. Results - The study results revealed the following. First, the identified internal marketing factors have a positive effect on technology innovation. Among the five internal marketing factors, three had a significant effect on product innovation, empowerment, the support of executives, and education and training, in this order. Second, the internal marketing factors also had a positive effect on the process innovation of technology innovation. The marketing factors, the support of executives, empowerment, internal communication, and education and training, in this order, significantly affect process innovation. Third, technology innovation had a positive effect on perceived service quality. All of the five service quality factors, namely, tangibles, reliability, assurance, responsibility, and empathy, in this order, significantly affect product innovation. Additionally, tangibles, reliability, responsibility, empathy, and assurance, in this order, significantly affect process innovation. Fourth, product and process innovation significantly affect tangibles and reliability in technology innovation. To enhance tangibles and reliability, process innovation should first be enhanced. Fifth, product and process innovation significantly affect responsibility and empathy in technology innovation. To enhance the responsibility and empathy, process innovation should first be enhanced. Sixth, product and process innovation significantly affect assurance in technology innovation. To enhance the assurance, product innovation should first be enhanced. Conclusions - According to the results, a company's internal marketing factors have a positive and significant effect on technology innovation and, further, product and process innovation have a positive and significant effect on the perceived serviced quality.

• Journal of the Korean Society of Food Culture
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• v.23 no.5
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• pp.572-581
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• 2008

The principal objective of this study was to determine how the internal marketing of the contract foodservice management company affects job satisfaction and organization immersion, as well as the influence of the satisfaction of internal customers (employees) has on job satisfaction and organization immersion, and the function as a preceding variable that improves service quality. T-test, ANOVA, and linear regression analysis was conducted to analyze the hypotheses of the study. The summary of study as per the result of this corroborative study is presented as follows: It was verified that internal marketing affects organizational immersion and the job satisfaction of employees, and job satisfaction plays a crucial role in organizational immersion. Moreover, it was also confirmed that the higher the internal marketing is, the higher the job satisfaction and organization immersion will be, thereby improving the service quality provided by employees. If enterprise regards employees as internal customers and constantly and efficiently conducts internal marketing activities such as internal communication, training, welfare, compensation, delegation of power, supporting the management, etc, the organizational immersion and job satisfaction of employees will be heightened, thereby enhancing loyalty and pride in the organization to provide services with better quality.

• Journal of the Korea Society of Computer and Information
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• v.26 no.1
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• pp.189-199
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• 2021

This study examines the relationship between internal marketing, market orientation, patient satisfaction, and hospital image, and especially focuses on the effect of CEO's role on internal marketing at a local national university hospital. A survey was conducted using the convenient sampling technique and 222 questionnaires excluding unreliable replies were used in the final analysis for the hypothesis testing. SPSS 21.0 was used for the basic analysis of the collected data, and confirmatory factor analysis was performed for reliability and validity using AMOS 21.0. Path analysis was performed for the hypothesis testing. The results of this study are as follows: First, the role of CEO positively affects internal marketing. Second, internal marketing has a positive effect on market orientation, and leadership is the most influential factor of internal marketing. Third, market orientation has a positive effect on patient satisfaction and hospital image, which are non-financial organizational performance. Therefore, internal marketing plays a major role in improving market orientation, patient satisfaction, and hospital image, and it is identified that the activation of internal marketing depends on the support of CEO in hospitals.

• Journal of Fisheries and Marine Sciences Education
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• v.23 no.2
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• pp.319-332
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• 2011

This study concerns the importance of internal marketing, employee's attitude, and customer orientation through the change of port industry and the operational condition of domestic container terminals. In accordance with this, the structural relationship among variables, which are internal marketing, employee's attitude and customer orientation in container terminals need to be acknowledged to secure competitive advantage and to maintain continuous transaction relationship with customer through the empirical research. The purpose of this study is to firstly, understand the current facilities and situation of container terminals in Busan port, and its changing environment of port industry. Secondly, provide basic information through the seeking whether the concept of internal marketing is able to apply into port industry. Thirdly, establish the theoretical system through the literature consideration on internal marketing, employee's attitude and customer orientation in container terminals. Finally, draw useful suggestions for managing container terminals through the structural relationship among variables, which are internal marketing, employee's attitude and customer orientation in container terminals.

• The Journal of the Korea Contents Association
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• v.10 no.5
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• pp.333-342
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• 2010

Lately there is an increasing recognition about the significance of marketing activity towards the internal staff of a company as a group of customer. However, there has been little study on the marketing towards the internal staff of Hospitals. This study aims to provide basic information enabling the planning and implementation of internal marketing of hospitals by illuminating the impact of it on the management of staff. The conclusion of the study shows that the internal marketing and organization effectiveness, it was revealed that the higher the degree of recognition on the working environment, regulation on leave, participation into decision-making, education in the sphere of internal marketing, the higher the organization effectiveness, and that there is no meaningful association of compensation with the organization effectiveness.

• Proceedings of the Korean Institute of Building Construction Conference
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• 2014.11a
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• pp.224-225
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• 2014

In recent years, the domestic construction business is continuously stagnated caused by housing depression, global financial crisis etc. To overcome these difficulties, the construction companies should reinforce the internal marketing like the service business. However, it is not easy to conduct active internal marketing reinforcement since the companies do not directly receive customers under special situation like construction. Therefore, it is necessary to resolve the urgent issue by selecting order of priority among internal marketing factors. To address this issue, the objective of this study is to analysis the internal marking factors by using Analytic Hierarchy Process.

• Journal of Korean Academy of Nursing Administration
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• v.12 no.2
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• pp.204-212
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• 2006

Purpose: The aim of this study was to analyze the gap between the nurse's expectation and perception of internal marketing activities. Methods: The participants of this study were 521 nurses working in four general hospitals. The data were collected by self-reporting questionnaires. They were analyzed using descriptive statistics and paired-t test. Results: First, the mean of the nurse's expectation of internal marketing activities was 3.83, and perception was 2.54, showing a significant difference. Second, in all of the five subcategories of internal marketing activities, there were also statistically significant differences. Regarding the vacation system, the expectation score was highest, and support of academic education programs in education and training, payed-leaves during vacation, discounting of medical fees in employee welfare, distress management and two-way intercommunication, and allowances in reward were followed. Conclusion: These results will be used to develop focused internal marketing strategies to enhance the nurses' motivation.