지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.1
- 수록면
- 243 - 265 (23page)
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초록· 키워드
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This study aimed to investigate beauty salon employees’ internal marketing, job satisfaction and customer orientation levels and make fundamental changes in customer orientation by maximizing job satisfaction. For this, a questionnaire was distributed to young women in their 20s and 30s in Gwangju Metropolitan City, and a total of 473 copies were collected and used for final analysis. For data analysis, SPSS (for windows 20.0) was used, and frequency analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. The study results found the following: First, internal marketing was divided into the delegation of authority, internal communication, compensation and education & training while job satisfaction was classified into job, wage satisfaction, peer relationship, honor recognition and technical improvement. In addition, customer orientation was categorized into three factors: satisfaction of customer needs, desire to provide service and investigation of customer needs. Overall, internal marketing had a significantly positive effect on customer orientation. Second, internal marketing had a significantly positive effect on job satisfaction. Third, job satisfaction had a significantly positive effect on customer orientation. This study is meaningful in that the results may contribute to the development of infrastructure for the cosmetology industry by prompting interest on the part of beauty salon owners and help them realize the importance of internal marketing.
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참고문헌 (51)
참고문헌 신청
George, W. / 1990 / Internal marketing & organizational behavior: a partnership in developing customer-conscious employees at every level / Journal of Business Research 20(1):63~70
Brown, S. P. / 1993 / Antecedents and Consequences of Salesperson Job Satisfaction: Meta-Analysis and Assesment of Causal Effects / Journal of Marketing Research 30:63~77
Siguaw, J. A G. / 1994 / The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes / Journal of Marketing Research 31(1):106~116
홍부길 / 1994 / 직무만족과 고객지향성간의 관계에 관한 실증적 연구 / 경영논총 12:25~39
Donavan, D. T. / 2004 / Internal Benefits of Service-Worker Customer Orientations: Job Satisfaction, Commitment and Organizational Citizenship Behaviors / Journal of Marketing 68:128~146
Brown, S. P. / 1993 / Antecedents and Consequences of Salesperson Job Satisfaction: Meta-Analysis and Assesment of Causal Effects / Journal of Marketing Research 30:63~77
Siguaw, J. A G. / 1994 / The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes / Journal of Marketing Research 31(1):106~116
홍부길 / 1994 / 직무만족과 고객지향성간의 관계에 관한 실증적 연구 / 경영논총 12:25~39
Donavan, D. T. / 2004 / Internal Benefits of Service-Worker Customer Orientations: Job Satisfaction, Commitment and Organizational Citizenship Behaviors / Journal of Marketing 68:128~146
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