earticle

영어

The purpose of this study is not only to examine relationship between internal marketing (IM), and internal service quality, but also the moderating effect of self-esteem between IM and internal customer satisfaction in the hospital sectors in Korea. A confirmatory factor analysis validated the measurement model, and subsequently, structural equation modeling tested the proposed model by using SPSS 20.0 and AMOS Version 18.0. The results of paper show that the positive effect of three dimensions (internal communication, training & education and reward system) of IM on internal customer satisfaction are supported. In addition, the effect of internal customer satisfaction on internal service quality is significant. This paper has contributed to the IM literatures and managerial implications in several aspects. First of all, this paper proposed that internal customers are much more satisfied by activating internal communication, be given enough opportunity of job training & education and be offered the appropriate incentives related to performance and reward. Secondly, the high group of self-esteem through interaction with internal communication is more satisfied with than low group of self-esteem. Lastly, the more satisfied internal customers lead to improvement of internal service quality. Therefore, manager in hospital sectors should keep in mind this result that providing individual attention to each internal customer and understanding their specific need on job satisfaction are the first important step to reach the organization’s goal. Meanwhile, as the limitation of this paper, it is necessary to develop the different combinations of IM. Thus, it is worthwhile to test the different mix of IM for further research.