내부마케팅이 자기효능감;서비스지향성;맥락수행에 미치는 영향

• 영문명: The Effects of Internal Marketing on Self-Efficacy;Service Orientation and Contextual Performance in the Hotel Industry in Korea
• 발행기관: 한국무역연구원
• 저자명: 이인구(Ihn-Goo Lee)
• 간행물 정보: 『무역연구』제17권 제1호, 535~550쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Purpose The purpose of this research is to empirically investigate the effects of internal marketing on self-efficacy;service orientation and contextual performance relative to the hotel industry in Korea. Design/Methodology/Approach Data used for this study were gathered with face to face interview from 212 hotel service employees in Korea. The data were statistically analyzed using SPSS 20.0 and AMOS 20.0 programs. Hypotheses that were formulated in the research model were tested using path analysis in the process of structural equation modeling. Findings Results of this study showed that both education training and internal communication factors had a positive effect on self-efficacy. The hypothesis stating that a variable of reward system would have a positive impact on self-efficacy was not supported. Moreover;the variable of self-efficacy in the research model had positive effects on both service orientation and contextual performance. Research Implications In a study of hotel service employees;this research can offer robust arguments that internal marketing activities can handle change management within an organization by encouraging employees’ self-efficacy. In addition;any CEO who wants to make organizational change and encourage a collaborative atmosphere should consider using internal marketing strategies.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설설정

Ⅲ. 연구방법

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Contextual Performance Internal Marketing Self-Efficacy Service Orientation