국내항공사의 내부마케팅과 직무만족, 조직신뢰 및 고객지향성의 구조관계 분석
Structural Relationships among Internal Marketing, Job Satisfaction, Organizational Trust and Customer Orientation of Employees in Airlines
이은희(한국영상대학교); 이영훈(천안논산고속도로(주)); 신종호(경기도직업개발연구센터)
5권 2호, 1~32쪽
초록
본 연구는 항공사 직원들에게 긍정적인 내재적 동기부여의 자극을 통하여 항공사 종사원들이 지속적으로 고객지향적인 서비스 정신을 함양하고 지향할 수 있도록 항공사 자체 내부마케팅의 실무적인 자료를 제공하고자, 국내 항공사 종사자들을 모집단으로 선정하여, 비확률 표본추출 방법의 임의표집방법에 따라 4개월간에 걸쳐 총 300부의 설문지를 배부하여 237명의 자료가 실제 분석에 사용되었다. 자료처리는 Windows용 SPSS 17.0 Version을 이용하여 연구 대상자들의 인구통계학적 특성을 파악하기 위하여 빈도분석(frequency analysis)을 실시하였으며, 탐색적 요인분석(exploratory factor analysis)과 신뢰도 분석(reliability analysis)을 병행하였다. 다음으로 적률상관분석(correlation analysis)과 단순회귀분석(simple regression) 및 다중회귀분석(multiple regression)을 실시하여 도출된 결과는 다음과 같이 제시할 수 있다. 첫째, 내부마케팅의 하위 4 요인 중 내부커뮤니케이션과 보상제도 요인만이 직무만족에 유의한 정적(+) 영향을 미치는 것으로 나타났다. 둘째, 내부마케팅의 4가지 하위 요인 중 내부커뮤니케이션, 경영층 지원, 보상제도 요인만이 조직신뢰에 유의한 영향을 미치는 것으로 나타났다. 셋째, 직무만족이 고객지향성에 유의한 정적(+) 영향을 미치는 것으로 나타났다. 넷째, 조직신뢰가 고객지향성에 유의한 정적(+) 영향을 미치는 것으로 나타났다.
Abstract
The purpose of this study is to suggest the necessary information and practical data to the airlines managers and owners in order to attract the customers and develop the way to lead to new customer acquisition by investigating the proposed conceptual model where in selected internal marketing (empowerment, internal communication, manager support, and compensation systems) were seen as influencing job satisfaction and organizational trust which, in turn, were associated with customer orientation. To accomplish the purpose, this study chose employees in internal airlines company as the population and a questionnaire was distributed to 300 airlines employees through survey after distribution of questionnaire sheet by using convenience sampling among non-probability sampling and a total of 257 questionnaires were used to verify the hypothesis. For the analysis of data, frequencies analysis was used, and exploratory factor analysis and reliability analysis were executed with SPSS Windows 17.0 Version. Also, correlation analysis, simple regression and multiple regression analysis was used for test research hypotheses analysis. The research results are as follows: First, the hypothesis - Internal marketing of internal airlines company including 4 factors will have influence on job satisfaction - was partially found true. Internal marketing 2 sub-factors (internal communication and compensation systems) had statistically significant influence on job satisfaction. Second, the hypothesis - Internal marketing of internal airlines company including 4 factors will have influence on organizational trust - was partially found true. Internal marketing 3 sub-factors (internal communication, manager support, and compensation systems) had statistically significant influence on organizational trust. Third, the hypothesis - Job satisfaction will have influence on customer orientation - was found true. Job satisfaction had statistically significant influence on customer orientation. Forth, the hypothesis - Organizational trust will have influence on customer orientation - was found true. Organizational trust had statistically significant influence on customer orientation.
- 발행기관:
- KNU 기업경영연구소
- 분류:
- 경영학일반