내부마케팅이 여행사종사원의 조직신뢰와 고객지향성에 미치는 영향

• 영문명: The Effects of Internal marketing on Travel agent Employee’s Organization Trust and Customer Orientation
• 발행기관: 관광경영학회
• 저자명: 신재원
• 간행물 정보: 『관광경영연구』제23권 제2호, 83~99쪽, 전체 17쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2019.03.31

영문 초록

The Purpose of this research was to find the relationship among Internal marketing, Organizational trust, Customer orientation. The Self-Communication method was adopted to collect the data during September 2018. Unworkable date was eliminated, and final 270 usable responses were obtained for an empirical analysis. Frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and regression analysis were measured by using SPSS 18.0, respectively. It was found as follows: First, regarding the relationship between Internal marketing and Organizational trust, those of Relation factors, Empowerment, Internal Communication positively affect Organizational trust. Second, regarding the relationship between Internal marketing and Customer orientation, Those of Relation factors, Empowerment, Internal communication and Compensation system positively affect Customer orientation. Third, regarding the relationship between Organizational trust and Customer orientation, Organizational trust positively affect Customer orientation. This study examined the necessity of Internal Marketing management based on relationship between Travel agent and It’s Employees understanding needs of travel agent for Human resource management. This research suggests theoretical and operational implications on the aspects of marketing management for human resource in travel industry.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결 론

참고문헌

키워드

Internal Marketing Organizational Trust Customer Orientation Human Resource Travel Agent