호텔 기업의 내부마케팅활동이 종사원의 직무만족, 조직몰입 및 고객지향성에 미치는 영향

The objective of this study is to present the necessity of the internal marketing activities and also to set up the effective internal marketing programs for the hotel companies. So, this research attempted to test the hypothesized relationships between internal marketing and its determinants such as job satisfaction, organizational commitment, and customer orientation. To measure these hypotheses, total 260 questionnaires were handed out and 228 were collected. Finally 206 questionnaires were used for the analysis, while 22 were found to be invalid. The frequency analysis, factor analysis, reliability analysis, and multiple regression were conducted after data coding and cleaning by SPSS 11.0 The internal marketing activities were classified into 6 factors; work environment & vacation system, communication & role clarity, respect to employees' opinions, training program, welfare system, and empowerment. The Results of this study are as follow. As a result of multiple regression, it shows that internal marketing activities have an effect on job satisfaction, organizational commitment, and customer orientation. In addition, it shows that there is a significant difference of the internal marketing factors affecting job satisfaction, organizational commitment, and customer orientation according to the demographic characteristics of employees.