내부마케팅 요인이 조직의 기술혁신과 지각된 서비스 품질에 미치는 영향

• 영문명: Impact of Internal Marketing Factors on Technological Innovation and Perceived Service Quality in Telecommunications
• 발행기관: 한국유통과학회
• 저자명: Gap-Jin Jung(정갑진) Hee-Joong Hwang(황희중) In-Am Song(송인암)
• 간행물 정보: 『유통과학연구(JDS)』제13권 제6호, 87~96쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2015.06.30

영문 초록

Purpose – Several domestic telecommunication companies have made a considerable effort to continuously grow and survive, and they have strived to thrive in the midst of mature market competition. To overcome this challenging situation and to grow continuously, while still meeting customer needs that are becoming more diverse and complicated with the passage of time, extensive support for internal marketing is essential. Without such internal support, companies face serious limitations and market roadblocks. The communication industry is a high-level service industry and a basic communications industry characteristic is its significant dependence on the employees delivering the services. Therefore, entrepreneurs in the information/communications industry, as well as existing competitors, should look to satisfy external customers through critical investment in internal customers (employees). Therefore, it is important for research to examine how internal factors influence technology innovation and service quality, which are the key drivers for companies that are seeking leading market positions. Research design, data, and methodology – The purpose of this study is to analyze the relationship of technology innovation and perceived service quality with the internal marketing factors in the communication industry and to offer suitable and effective internal marketing suggestions. The independent variables of this study are internal communication, education and training, the support of the executives, reward systems, and empowerment. The dependent variables are technology innovation and perceived service quality. Utilizing these, this paper studies the influence of internal marketing factors on technology innovation and perceived service quality. Results – The study results revealed the following. First, the identified internal marketing factors have a positive effect on technology innovation. Among the five internal marketing factors, three had a

목차

1. 서론

2. 이론적 배경

3. 연구설계

4. 연구방법

5. 실증분석

6. 결론

References

키워드

Internal Marketing Technology Innovation Service Quality