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골프리조트의 내부마케팅, 조직신뢰, 조직시민행동 및 고객지향성 간 영향관계 연구

원문정보

A study on the influence relationship between internal marketing, organizational trust, organizational citizenship behavior, and the customer orientation of a golf resort

이종현

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초록

영어

This study was performed to suggest the practical measures regarding the management strategy and development direction of the general internal marketing a golf resort by understanding the influence relationship between internal marketing, organizational trust, organizational citizenship behavior, and the customer orientation of employees at a golf resort in Jeju Special Self-Governing Province. The empirical research was carried out from May 17 to May 31, 2021, to code 200 copies of data. The SPSS ver.18.0 program was used to perform frequency analysis, reliability analysis, exploratory factor analysis, and regression analysis. The following are the research results. Hypothesis 1. Among the factors related to internal marketing, it was shown that education training, empowerment, management support, and internal communication except for the compensation system had a significant impact on organizational trust. Hypothesis 2. The organizational trust had a significant impact on the organizational citizenship behavior. Hypothesis 3. The organizational trust had a significant impact on customer orientation. Hypothesis 4. The organizational citizenship behavior had a significant impact on customer orientation. From the research, a positive influence relationship was identified among the variables including internal marketing, organizational trust, organizational citizenship behavior, and the customer orientation of a golf resort. If the golf resort establishes and carries out the appropriate plans to improve the internal marketing activities and organizational trust of the employees from various perspectives, it is considered to be helpful to enhance the company’s service quality through a favorable business flow and the advanced customer service within the organization that is achieved by the employees who are the internal customers of the facility.

목차

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
1. 내부마케팅(교육훈련/권한위임/보상제도/경영층지원/내부커뮤니케이션)
2. 조직신뢰
3. 조직시민행동
4. 고객지향성
Ⅲ. 연구설계
1. 연구모형 및 가설의 설정
2. 조작적 정의 및 설문지 구성
3. 조사방법과 조사기간
Ⅳ. 실증분석
1. 연구대상자의 인구사회학적 특성
2. 신뢰도와 타당도 분석
3. 가설의 검증
Ⅴ. 결론
참고문헌

저자정보

  • 이종현 Jonghyun Lee. 경기대학교 일반대학원 관광경영학과 박사과정

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