내부시장지향성의 후행관계에 관한 연구

The bigger the importance of service industries are, the more important internal marketing focused on internal customer is. In order to investigate internal marketing affects directly external marketing, we examine the relationship among internal market orientation, internal customer satisfaction, service quality, customer satisfaction and reuse intention. The empirical results of this paper are as follows. First, we identify internal market orientation is a multidimensional construct formed by four dimensions: informal generation of internal information; formal generation of internal information; dissemination of internal information; and response to the internal information generated and the dimensions of IMO are related to each other following a causal order. Second, internal market orientation affects positively internal customer satisfaction. But internal customer satisfaction doesn't affect positively interaction quality and physical environment quality. Third, interaction quality and physical environment quality of service quality affect positively customer satisfaction but does not affect positively reuse intention. But service quality affects indirectly reuse intention. Forth, customer satisfaction affect positively reuse intention. There are the effect difference of internal market orientation on external marketing performance according to industry characteristics. Therefore, managers should make efforts to implement differentiated marketing strategies according to industry characteristics.