원문정보
The Effects of Internal marketing on Travel agent Employee’s Organization Trust and Customer Orientation
초록
영어
The Purpose of this research was to find the relationship among Internal marketing, Organizational trust, Customer orientation. The Self-Communication method was adopted to collect the data during September 2018. Unworkable date was eliminated, and final 270 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and regression analysis were measured by using SPSS 18.0, respectively. It was found as follows: First, regarding the relationship between Internal marketing and Organizational trust, those of Relation factors, Empowerment, Internal Communication positively affect Organizational trust. Second, regarding the relationship between Internal marketing and Customer orientation, Those of Relation factors, Empowerment, Internal communication and Compensation system positively affect Customer orientation. Third, regarding the relationship between Organizational trust and Customer orientation, Organizational trust positively affect Customer orientation. This study examined the necessity of Internal Marketing management based on relationship between Travel agent and It’s Employees understanding needs of travel agent for Human resource management. This research suggests theoretical and operational implications on the aspects of marketing management for human resource in travel industry.
목차
I. 서론
II. 이론적 배경
1. 내부마케팅
2. 조직신뢰
3. 고객지향성
III. 연구설계
1. 연구모형 및 가설의 설정
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
IV. 분석결과
1. 조사대상자의 인구통계학적 특성
2. 신뢰도와 타당성 분석
3. 가설의 검증
V. 결론
참고문헌