축산물 판매장의 내부마케팅이 서비스 품질에 미치는 영향

• 영문명: The Impact of Internal Marketing on Service Quality at Meat Retail Stores
• 발행기관: 한국농식품정책학회
• 저자명: 김문희(Mun Hi Kim) 한성일(Sung Ill Han) 김기현(Ki Hyun Kim)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 36권 4호, 984~999쪽, 전체 16쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2009.12.31

영문 초록

The internal marketing is one of the firm-level marketing that could provide customers with good quality services through motivating workers who are internal customer of firm and inspiring job satisfactions into them. So far, most of internal marketing researches have paid attention to employee satisfaction. Further studies should focus on settlement of service culture beyond the simple job contentment in entire livestock brand business including direct managing stores. According to the study, internal marketing of the store under direct management of the enterprise has an effect on human and material service quality. This means reinforcement of internal marketing in company own store eventually help customer service improvement by internal customer satisfaction. Therefore, livestock brand business having direct managing store should have a correct understanding about importance of internal marketing and also focus their efforts on employee training, improving job benefits and encouraging mutual communication.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 조사설계와 가설설정

Ⅳ. 실증분석

Ⅴ. 결 론

참 고 문 헌

키워드

Internal Marketing Service Quality Meat Retail Store Job Satisfaction