내부마케팅이 직무만족, 조직몰입 및 고객지향성에 미치는 영향 : 공공연구기관에 대한 탐색적 접근

The purpose of this study is to examine the effects of internal marketing on the job satisfaction, organizational commitment, and customer orientation in the public research institutes. Internal marketing factors were classified into five factors; management support, empowerment, education and training, reward system, and internal communication. Six hypotheses are offered with the previous researches. To verify these hypotheses, 225 valid sample data were collected and the data were examined using statistical analyses including reliability analysis, exploratory factor analysis, correlation analysis, confirmatory factor analysis, and covariance structure analysis. The results of analyses are as follows: First, three internal marketing factors(management support, empowerment, internal communication) have a positive effect on the job satisfaction. Second, two internal marketing factors(empowerment, education and training) have a positive effect on the organizational commitment. Third, three internal marketing factors(education and training, reward system, internal communication) have a positive effect on the customer orientation. Fourth, job satisfaction has a positive effect on the organizational commitment. Fifth, job satisfaction has a negative effect on the customer orientation. Sixth, organizational commitment has a positive effect on the customer orientation. Also, this study was found that the job satisfaction and organizational commitment were playing mediating roles between internal marketing and customer orientation. The managerial implication is to guide managers for the direction of internal marketing strategy to consider the internal customer satisfaction as well as validity of customer orientation in the public research institutes.