원문정보
초록
영어
In recent years there has been much emphasis on the need for service firms to develop an organizational culture which facilitates the successful implementation of marketing activities. This study examines the relationship among marketing culture, service quality, customer satisfaction, and customer loyalty in fast food service firms. The results of empirical analysis can be summarized by the following: First, marketing culture(employee service quality, interpersonal relationships, selling task, organization, internal communications, innovativeness) had a significant direct effect on service quality. Second, marketing culture(employee service quality, selling task, internal communications) had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through service quality. Third, service quality had a significant indirect effect on customer loyalty through customer satisfaction. Therefore, the results of the study provide the practical implication for establishment of service firms' marketing strategies, related to marketing culture.
목차
Ⅱ. 이론적 배경
1. 마케팅 문화에 관한 연구
2. 서비스 품질에 관한 연구
3. 고객만족에 관한 연구
4. 고객충성도에 관한 연구
Ⅲ. 가설설정
1. 연구분석의 틀
2. 가설설정
3. 구성개념과 측정
Ⅳ. 실증분석
1. 자료수집방법과 표본의 특성
2. 신뢰성 및 타당성 검증
3. 연구가설의 검증결과와 논의
Ⅴ. 결 론
1. 연구결과의 요약 및 마케팅 시사점
2. 연구의 한계점
참고문헌