• 치위생과학회지
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• 제12권1호
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• pp.15-22
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• 2012

본 연구는 내부마케팅이 치과위생사의 직무만족도 및 이직의도에 미치는 영향을 알아보고 치과의료기관의 마케팅 전략을 기획하는데 기초자료를 제공하기 위하여 치과위생사를 대상으로 자가기입식 설문조사를 실시하였으며, SPSS 12.0을 이용하여 분석한 결과 다음과 같은 결론을 얻었다. 1. 내부마케팅과 직무만족도 및 이직의도의 전체 평균은 내부마케팅의 수행도는 2.89, 중요도는 4.24, 직무만족도는 3.05, 이직의도는 2.79를 보였다. 2. 일반적 특성에 따른 대상자가 인지한 내부마케팅 수행도는 기타(보건소 등)와 근무경력이 많을수록 휴가에 대한 내부마케팅의 수행도가 높았으며, 충남지역이 전반적으로 수행도가 높았고 인천지역이 낮았다. 중요도는 교육훈련 요인에 대해 현 기관의 경력이 3년-5년 미만이 높게 나타났으며, 인천지역이 내부마케팅의 중요성을 가장 높게 인지하였다. 3. 일반적 특성에 따른 직무만족도 정도는 26-10세 이하와 31-35세 이하가, 기타(보건소 등)가, 총 경력이 5년-10년 미만이 가장 높았다. 이직의도는 총 경력이 1년-3년 미만이, 현 기관의 경력이 1년-3년 미만이 가장 높았다. 4. 내부마케팅의 수행도가 좋을수록 직무만족도가 높았으며, 내부마케팅의 수행도와 직무만족도가 높을수록 이직의도가 낮아졌다. 5. 직무만족도에 영향을 주는 내부마케팅 요인은 수행도의 의사소통과 복리후생이 있었으며, 이직의도는 내부마케팅의 수행도의 교육훈련과 보상제도가 변수로 선정되었다. 이상의 결과 치과의료기관의 경쟁력 확보를 위해서는 내부마케팅을 활용하여 치과 인력구성원의 직무만족을 높이고 이직의도를 낮춤으로써 치과의 서비스 품질을 향상시키는 노력이 필요할 것이다.

• 유통과학연구
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• 제20권11호
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• pp.89-98
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• 2022

Purpose: Increasing competition in the higher education sector has prompted universities to enhance their marketing efforts and understand their potential customers. The study aims to explore how information sources are used and changed among prospective Vietnamese students during the decision-making process. Research Design, Data, and Methodology: This study undertakes a longitudinal study involving multiple rounds of data collection to better understand the decision-making process of prospective students. Data was collected from 12th -grade students in Vietnam through two rounds of quantitative surveys with 251 students and one round of qualitative interviews, spanning the duration of their senior year. The three stages of the decision-making process correspond to the three stages of pre-purchase period. Results: Most students decide that attending open days, taking career assessments, and looking up information online are the most important information sources to consider. The WOM sources are more important in the early stages, while university-generated sources and events are important in the later stages. Conclusion: Implications from this study may contribute to the design of more effective marketing communications campaigns as university marketers gain a better understanding of the distribution of information sources utilized for each specific stage of the decision-making process.

• 마케팅과학연구
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• 제9권
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• pp.19-46
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• 2002

90년 이후 10여년에 걸쳐 마케팅 개념의 구체적인 활동, 이른바 시장지향성에 대한 활발한 연구가 진행되어 오고 있다. 시장지향성은 고객지향에 초점을 둔 전사적 활동을 통하여 시장정보의 창출, 전파 및 활용과 경쟁자지향으로 요약될 수 있고 수익성에 직접적인 영향을 미치는 중요한 개념이다. 본 연구는 내부마케팅의 선행연구에 대한 문헌적 고찰을 통하여 내부마케팅의 세부적 요인을 권한위임, 내부커뮤니케이션, 보상시스템, 경영층지원, 교육훈련의 다섯 가지로 도출하고, 이러한 요인들이 시장지향성에 미치는 직 간접적인 영향관계를 구체적으로 분 석하기 위하여 공분산구조분석을 사용하였다. 그 결과 도출된 내부마케팅의 다섯 가지 요인 대부분이 시장지향성의 외부고객 지향성, 경쟁자 지향성, 기능간 상호협조에 직 간접적으로 유의한 영향을 미치는 것으로 나타났다. 특히 시장지향성에 많은 영향을 미치는 내부마케팅 요인은 경영층지원인 것으로 나타났다.

• 한국실내디자인학회논문집
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• 제22권3호
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• pp.108-116
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• 2013

This study has the purpose to review the way of experience element and property of space design appearing in vocational experience space and accumulate basic study material for children's vocational experience space and build systematic and specialized modules. Analysing the marketing elements of experience space through pilot research to arrange frame of analysis, and in a determined range, experimental marketing's property appearing in children's vocational experience center is analysed. This researcher analysed experimental displaying space's function of recognition, emotional, behavior, sense marketing and experimental marketing induced from pilot research on space design expressive elements of experimental marketing when it is applied to spaces through the frame of analysis with the combination of total 8 kind's experience display space function such as investigative, conceptional, aesthetic, entertaining, logical, relative, participating, and comprehensive experience based on 5 vocational experience spaces located in Seoul and Gyeonggi, opened after 2010, being operated at present with more than 500 pyeong (about 1,650 square meter) and targeted for children, after this researcher visited the site directly to make check list with the frame of analysis together with the staff and administrator in charge of vocational experience education. As a conclusion, vocational experience center is a space of edutainment helping children experience various profession more easily to find their interest and to bring up their dream. By analysing current vocational experience center through the element called experimental marketing, current status of vocational experience center could be known. the experience itself in vocational experience center becomes a merchandise. Instead of mere experience, so as to get professional experience and new information, new experiences should be provided by incessant variation and development. This study is to build basic research data for children's vocational experience space, however not only drawing specialty of vocational experience center through the connection of enterprises based on the contents arranged above but also systematic and specialized modules are expected to be built in next researches.

• 한국의류산업학회지
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• 제23권1호
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• pp.57-69
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• 2021

This study investigated the influences of experiential marketing components on shopping flow, store satisfaction, and purchase intention in fashion complex culture stores. The mediating effects of shopping flow and store satisfaction were also explored in the relationship between experiential marketing components of fashion multi-tasking culture stores and purchase intention. An online survey was conducted with male and female shoppers between the ages of 20 and 30 in Shanghai, China who visited fashion multi-tasking culture stores. Data from 165 participants were analyzed employing SPSS 24.0 and AMOS 24.0. There were several meaningful results of this study. First, the analysis of the subdimension of experiential marketing components (Sense, Feel, Think, and Act-Relate) clearly showed a factorial construct. Second, the components of experiential marketing showed significantly positive effects on shopping flow and store satisfaction in the fashion multi-tasking culture store. Third, the shopping flow and store satisfaction played important medicating roles in the relationship between experiential marketing components (Act-Relate on shopping flow, Sense and Act-Relate on store satisfaction) and purchase intention. The results suggest that experiential marketing components with shopping flow and store satisfaction should be promoted among Chinese consumers to enhance purchase intentions in fashion multi-tasking culture stores.

• Asia Marketing Journal
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• 제14권3호
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• pp.137-151
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• 2012

Established in May 2005, INNOCEAN Worldwide started as an affiliate marketing and communications company of the Hyundai Motor Group and grew into a top agency ranked no. 2 in the South Korean market within seven years. Currently, INNOCEAN Worldwide has become a global company, operating in sixteen countries through four regional headquarters, fifteen overseas subsidiaries, and seven branch offices with more than 1,100 employees. The company holds top clients from finance, electronics, telecommunications, food, retail, education and other various industries. The accomplishment of INNOCEAN Worldwide can be summarized by the following five key factors. The first factor is INNOCEAN Worldwide's strong and enduring passion and commitment to enter the global market and to build and strengthen its global network. The second factor is achieving successful localization through recruiting talented employees for its overseas branches directly from the local workforce, which enables the company to overcome language barriers, cultural differences, and creative gaps among different regional markets. Third is the company's effective implementation of the 'Global Resource Remix' strategy, which incorporates the distinctive competencies of each overseas operation as a global company standard. Fourth is the creation of the 'Discover System,' a global knowledge management system enabling overseas offices worldwide to share each other's accumulated knowledge and experiences. The fifth factor is the successful establishment of INNOCEAN Worldwide's unique Total Marketing Solution Service. Through this service, the company has offered integrated consulting services for strategic brand management to solve various marketing problems. In summary, the passion and commitment of INNOCEAN Worldwide's top management for the company's globalization and the supporting system that enables such commitment have made it possible for the company to take a global leap and become not merely a company with global operations but a truly global company.

• 한국경영과학회지
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• 제39권3호
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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.

• 유통과학연구
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• 제15권9호
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• pp.17-26
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• 2017

Purpose - This study aims to present ways to secure capable employees by examining key factors of internal marketing applicable to the jewelry distribution business and analyzing the relations among organizational commitment, job satisfaction, and turnover intentions among employees who play important roles in jewelry distributors. Research Design, data, and methodology - To examine these research models, samples were collected from 210 individuals working in jewelry distribution companies. The analysis was conducted by the use of a questionnaire method among employees in jewelry distribution companies. SPSS 18.0 were utilized for data analysis. Results - Among internal marketing components of jewelry distribution companies, the two factors - management support and reward system - have positive (+) effect on organizational commitment and while internal communication and education/training have negative (-) effect on employees' turnover intention. Jewelry distribution company employees' job satisfaction and organizational commitment have negative (-) effect on their turnover intention. Conclusions - This is an exploratory study that aims to find out ways to prevent employee turnover in the perspective of jewelry distribution companies' organizational measure - internal marketing. The future study needs to present more sophisticated strategies of internal marketing based on in-depth analysis of specific causes that make employees at jewelry distribution companies leave the occupations.

• The Journal of Asian Finance, Economics and Business
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• 제7권8호
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• pp.345-351
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• 2020

The study investigates how marketing mix factors are mediated by health consciousness and service quality in creating fresh fruit buying decisions of customers in Vietnam. This study employs samples of customers in Vietnam via the survey questionnaire. The authors have used a total of 256 responses that acquired the valid criteria. The compound of data analysis comprises reliability test, validity test, exploratory factor analysis, group analysis and multiple regression analysis to structure the hypothesized model. Respectively, the structural equation model (SEM) is applied to conduct the multiple multivariate equations. By the assumption of causal-effect relationship between independent variables such as marketing mixed factors, and mediator as health consciousness and service quality, which potentially impact on purchase decision; the SEM method is deployed. The results reveal that consumers have paid no attention to the marketing mix factors, but they care much about service quality and health consciousness. Thus, health consciousness and service quality are effective mediators. These findings are new and contribute to the consumer behavior and retail marketing literature. The findings of this study can provide assistance to managers in the given field to understand more easily the consumer behavior about fresh fruits, then improve their own performance.

• 대한통합의학회지
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• 제9권2호
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• pp.153-164
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• 2021

Purpose : This study aims to assess the impact of the emotional labor on female dental clinic employees' intention to leave, and the moderating effect of internal marketing, reducing the intention to leave and providing basic data for an effective human resources management of dental clinics. Methods : The structured self-administered questionnaires were distributed to dental hygienists, dental assistants and other employees (including administrative staff and dental coordinators, but excluding dentists) working at a dental hospital and at dental clinics in the Busan and Gyeongnam area. This study used SPSS Windows version 18.0 program (Chicago, IL, USA) to perform frequency factor, reliability, correlation, and hierarchical regression analyses were performed using SPSS. Results : First, emotional labor had a positive effect on the intention to leave. Two components of the internal marketing, communication and employee welfare system, had a significant moderating effect on the relationship between employees' emotional labor and their intention to leave, while the education/training component of the internal marketing showed no moderating effect. Conclusion : Enhancement of communication and the employee welfare system will help dental care organizations reduce their employees' emotional labor and hence employees' turnover.