• Journal of Fashion Business
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• v.27 no.1
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• pp.16-35
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• 2023

The advent of Omni Channel has changed the fashion business model and the role of fashion sales persons. In such situation, internal marketing can become an important organizational management strategy for fashion companies. Therefore, the purpose of this study is to identify the components of internal marketing of fashion companies for fashion shop masters in an omni channel environment. To achieve the purpose of this study, To achieve the purpose of this study, a qualitative study was conducted to investigate the internal marketing sub-factors of fashion companies. In-depth interviews were conducted for qualitative study. Seven respondents to the in-depth interview were fashion shop masters who had at least 10 years of field work experience. As a result of the qualitative study, internal marketing was derived from five factors, including empowerment, education and training, rewards, internal communication, and management supports. Empowerment factors consist of initiative, encourage creativity, and problem solving. Education and training factors consist of the degree of education and training opportunities, the value of education and training, and the scope of education and training. Rewards factors consist of diversity of rewards, fairness of rewards, and source of rewards. Internal communication factors consist of communication flexibility, diversity of communication and receptivity of communication. Management support factors consist of headquarters support and department store support.

• Journal of Korean Academy of Nursing Administration
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• v.7 no.2
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• pp.193-204
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• 2001

The purpose of this study was to provide basic information for developing effective marketing strategies of nursing organization by identifying the influence of internal marketing factors on the nurses' organizational commitment. The subjects of this study were 256 nurses who were working in the hospital over 1 year at three university hospitals which had more than 400 beds in seoul and kyung-gido. The data were collected by self-reporting questionnaires. The instruments used in this study were the communication form scale developed by Jo(1995), the welfare scale developed by researcher, the education training scale developed by researcher, the organizational commitment scale developed by Mowday, Porter and Steers(1979). The data were analysed by the SAS package using frequency, percentage, mean, standard deviation, Pearson's correlation coefficient and stepwise multiple regression. The results of this study were as follows; 1. In mean score of internal marketing factors in nursing organization, horizontal communication was 3.42, downward communication 3.32, involvement communication 3.08, upward communication 3.00, education training 2.54, welfare 2.51. The meas score of organizational commitment was 3.00. 2. Organizational commitment was positively correlated with upward communication(r=0.48, p=0.0001), education training(r=0.42, p=0.0001), horizontal communication(r=0.36, p=0.0001), welfare(r=0.34, p=0.0001), involvement communication(r=0.25, p=0.0001) of internal marketing factors in nursing organization, but was negatively correlated with downward communication(r=-0.20, p=0.0014). 3. The major internal marketing factors which influence organizational commitment was upward communication. Upward communication explained 23% of organizational commitment. If education training, horizontal communication, welfare and downward communication were added, 38% of the variance would be explained. In conclusion, the results of this study showed that the higher upward communication level among the internal marketing factors was doing more important role in nurses' organizational commitment. Therefore, for improvement of nurses' organizational commitment, it is important to improve upward communication and to develop the education training program among the internal marketing factors.

• The Journal of the Korea Contents Association
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• v.16 no.2
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• pp.174-185
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• 2016

Internal marketing is the marketing activities of organizations that have a service mind to give satisfaction to the employees for the satisfaction of external customers. This Study tried to analyse the impacts of internal marketing on the customer orientation and loyalty, collecting a data to use a standardized questionnaires. This Study was conducted for 731 participants in a single general hospital in Gyeonggi Province with factor analysis, correlation analysis and linear regression analysis. The main findings of this study are as follows. First, it was found that the effect of internal marketing on customer orientation had the impact on leadership, internal communication and educational training having the statistically significant effects. Second, it was found that the effect of internal marketing on loyalty had the impact on leadership, internal communication, working environment, compensation and benefits and educational training having the statistically significant effects. Third, the effect of customer orientation on loyalty have the statistically significant effects and it was shown that if a customer orientation go up, there will be higher loyalty. I'm hope that it should be sought concrete plans for internal marketing activity to improve a customer orientation and loyalty.

• Korean Journal of Occupational Health Nursing
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• v.20 no.1
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• pp.65-73
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• 2011

Purpose: This study investigates nurses' organizational commitment, internal marketing, and occupational satisfaction depending on their age, martial status, clinical experience and income. Methods: The subjects of this study were 350 nurses from six hospitals in Jeolla-do. The t-tests were used to analyze the differences in internal marketing, occupational satisfaction, and organizational commitment depending on their age, marital status, career, and income. The relationships among internal marketing, occupational satisfaction, and organizational commitment were analyzed by the path analysis. Results: The results of this study showed that organizational commitment was correlated with age, clinical experiences, and income, but not significantly associated with martial status. Education and training policy, benefit system, and fairness of the internal marketing were influencing factors on occupational satisfaction. These factors were correlated with organizational commitment through occupational satisfaction. Conclusion: This study addressed the relationships among nurses' internal marketing, occupational satisfaction, and organizational commitment. Based on the results, it is suggested that hospital organizations introduce more diverse incentive policies to enhance nurses' occupational satisfaction and organizational commitment.

• Journal of Korean Academy of Nursing Administration
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• v.12 no.1
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• pp.5-13
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• 2006

Purpose: The aim of this study was to analyze effects of internal marketing activities on nurse's motivation based on the Herzberg's two factor theory. Methods: The subjects of this study were 521 nurses who were working in the 4 general hospitals located in Seoul and Incheon area. The data were collected by self-reporting questionnaires. The data were analyzed using descriptive statistics and path analysis. Results: The mean score of nurse's perception of internal marketing was 3 point, and it was similar to previous studies results. In the motivation factors, the most satisfied factor was a responsibility. Advancement was the most unsatisfied factor. In the hygiene factors, the most satisfied factor was a technical supervision. Policy and administration were the most unsatisfied factors. Internal marketing activities affecting on nurse's motivation were different by each motivation-hygiene factors. In an aspect of motivation factors, the statistically significant internal marketing factors were paid-leave, employee welfare and communication, however, in hygiene factors, education, employee welfare and reward. Conclusion: These results will be used to develop a macro or micro internal marketing strategies to enhance nurse's motivation based on motivation factors and hygiene factors.

• Journal of the Korean Operations Research and Management Science Society
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• v.39 no.3
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• pp.117-131
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• 2014

As interests in the management of government-owned corporation rise, in these days, debt reduction and normalization of management of those companies have been proceeding under the lead of government. At this point, it is very important to seek internal marketing method for improvement of internal employees' satisfaction, loyalty and organization performance. This study analyzes impact of factors of internal marketing effect on organization satisfaction, loyalty and organization performance in the context of the domestic public companies, the Korea Electric Power Corporation (KEPCO) and the Korea Water Resources Corporation (K-WATER)'s employees empirically. There are some significant differences between the two publics. It is proved that delegation of the authority influences on internal satisfaction and organization performance in the case of KEPCO, and education and training influence on internal satisfaction and organization performance in the case of K-WATER. On the other hand, in the case of K-WATER, any internal marketing factors don't influence on loyalty. The results of this study show somewhat different characteristics depending on the characteristics of firm, however, it is expected that this study can be very useful in regards to similar public enterprises or businesses.

• Journal of Korean Society for Quality Management
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• v.33 no.3
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• pp.1-18
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• 2005

Internal marketing has been suggested as the approach for service organizations to be service-and customer-oriented; and the issues of internal service quality has been one of topics widely discussed in the internal marketing literature. The purpose of the current study is to examine the antecedents and consequences of internal service quality which is believed to increase such organizational performances as customer satisfaction, retention and revenue. In consistent with the previous studies in service marketing literatures, the current study identifies several constructs as the antecedents and consequences of internal service quality: management commitment to service quality, employee satisfaction, self-efficacy, and adaptability. The empirical study testing the causal relationships' among the constructs verifies the proposed relationships among the constructs suggested in the current study.

• Journal of the Korea Safety Management & Science
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• v.15 no.2
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• pp.151-159
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• 2013

This paper reviewed the relationship between internal marketing(management support, education, pay system, internal communication, employment security) and food safety climate(prevention, superior attitude, work condition), and the moderating effect of employment type(permanent or temporary employees) in food service company. Based on the responses from 304 responses, the results of hierarchical multiple regression analysis showed that 4 factors(management support, education, internal communication, employment security) effect positively on food safety climate(prevention, superior attitude, work condition). The positive effect of internal communication on superior attitude and work condition appeared to be more positive in permanent employees than in temporary employees. And the results of t-test analysis showed that permanent employees perceived more positively all internal marketing factors(management support, education, pay system, internal communication, employment security) and food safety climate(precaution, superior attitude, work condition) than temporary employees.

• Journal of Korea Entertainment Industry Association
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• v.13 no.3
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• pp.169-180
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• 2019

The purpose of this study was to draw theoretical and practical implications applicable to the field through structural equation modeling of internal marketing, organizational trust, customer orientation and job performance to promote spectators of professional football. In order to achieve the aim of this study, we surveyed 12 S. Korea professional football clubs' employees(216 effective sample). Seven hypotheses were verified using frequency analysis, correlation analysis, reliability analysis, confirmatory factor analysis, path analysis and structural equation modeling through SPSS and AMOS statistics. The results are as follows. First, internal marketing had a positive effect on customer orientation. Second, internal marketing had a positive effect on job satisfaction. Third, internal marketing had a positive effect on organizational trust. Fourth, organizational trust had a positive effect on customer orientation. Fifth, organizational trust had a positive effect on job satisfaction. Sixth, organizational trust was found to partially mediate relationship between internal marketing and customer orientation. Seventh, organizational trust was found to partially mediate relationship between internal marketing and job satisfaction.

• Asia Marketing Journal
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• v.16 no.4
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• pp.19-37
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• 2015

Forming interfirm collaborative relationships has become a key aspect of a firm's marketing strategies to create value for customers and achieve greater firm performance. While empirical findings are mixed in previous studies, this study is an effort to identify boundary conditions for the benefits of marketing alliances. We investigate internal and environmental factors that may magnify or constrain the effect of marketing alliances on firm profitability. Given the complementary relationship between marketing and R&D activities, we focus on a firm's R&D intensity as an internal factor that may magnify the value of marketing alliances for firm performance. For environmental factors, we focus on industry turbulence and industry competitiveness. Industry turbulence refers to the degree to which industry market conditions change quickly and unpredictably, whereas industry competitiveness refers to the degree to which a firm faces competition in the industry. By testing these factors, we are intended to reveal boundary conditions that determine the value of marketing alliances for firm profitability. The analysis of firms in the diverse industries shows that while the main effect of marketing alliances on firm profitability is not significant, it becomes more positive when R&D investment is more intensive or when industry environment is more turbulent. The results of this study imply that just forming more marketing alliances may not be enough to increase firm profitability. Our findings imply that marketing alliances become more effective in a dynamically changing industry environment. That is, firms can cope with industry uncertainties more effectively by forming marketing alliances. At the same time, the moderating effect of R&D intensity implies that the internal investments in R&D magnify the effect of marketing alliances on firm profitability. The findings of this study contributes to the existing alliance literature in three aspects. First, this study enhances our understanding of the contingent value of marketing alliances by testing both internal and external factors that may influence the effectiveness of marketing alliances. Second, this study responds to the need for research that investigates actual performance resulting from interfirm relationships. Third, while previous studies primarily focused on a specific industry, this study extend previous findings of the boundary conditions for the benefits of marketing alliances in a broader context.