earticle

영어

The purpose of this study is to empirically investigate how the internal marketing strategy being performed by a financial institution influences employees' job satisfaction, organizational commitment and customer orientation. The main results are as follows: First, all factors of the internal marketing strategies significantly influenced job satisfaction. Secondly, among the factors of the internal marketing strategies, internal communication didn't significantly influence customer orientation, but other factors significantly influenced it. Thirdly, among the factors of the internal marketing strategies, internal communication positively influenced customer orientation with the mediation of job satisfaction. Forthly, job satisfaction didn't influence customer orientation, but organizational commitment positively influenced customer orientation. This study focused on the employees of financial institutions to look into internal marketing. Comprehensively, it is judged that the study results will be applicable to the employees of other service industries as well as financial institutions in terms of internal marketing.