내부고객에 따른 마케팅 세분화 전략

As the boundaries of industry collapse and the intensity of competition increases, the organization responds sensitively to changes in the external environment, and is making efforts to build and strengthen its internal core competency. New strategies to increase competitiveness are constantly evolving, and companies carry out a variety of strategies, but the management of members within the organization still plays a key role in the strategic direction. In addition, the development of the fourth industrial revolution based on the Big Data enabled us to grasp the individual needs and wants in detail, and the information utilization ability of the organization is attracting attention as a success factor. Therefore, companies are making efforts to create strategic marketing plans to segment and respond to customers. In addition, there is a need for a segmentation strategy for internal organization members. Fedex, a global logistics delivery company, is demonstrating the importance of being a member of the organization through a very simple corporate philosophy. Petex's corporate philosophy is summarized as P-S-P: People - Service – Profit. It may seem simple, but the order of the three words says, “If we take care of people (employees) with intelligence, they will provide the perfect service that customers want. It will mean that customers will have the profits needed to ensure the future of the company.” Corporate philosophy of FedEx reflects the philosophy that the satisfaction of the organization should be given priority for customer satisfaction and that various aspects of service providers should be understood in order to understand service quality. In the situation that the management of the internal members is directly related to the profit generation of the enterprise, the enterprise recognizes the organization members as part of the customers and extends the scope of the customers to define the existing customers as external customers and the organization members as internal customers. The expansion of the customer scope leads to the expansion of the marketing plan, and the concept of the internal marketing is revealed. Although the importance of internal marketing is expanding, research on marketing strategies for internal customers does not reflect this. Since the corporate organization is composed of various departments, the formal culture that represents the whole company and the individual informal subcultures of the department coexist. In other words, creating a customer - oriented organizational culture through internal marketing and differentiating the internal marketing plan according to the department within the company is a key task of research on internal marketing. Therefore, in this study, first, we introduce the concept of organization identification, and try to identify the process in which internal marketing affects customer orientation. Second, we try to find out how the internal marketing elements affect the department and intend to provide differentiated methods of internal marketing according to departments. In order to achieve these goals, we conducted questionnaires and analyzed statistical data for S electrons in Gumi and Suwon, Korea. The results of this study are as follows: First, authority delegation, education and training, compensation, and internal communication have a significant effect on customer orientation. Second, organizational identification has a significant effect on customer orientation. Among internal marketing factors, authority delegation, education and training, internal communication have a significant effect on customer orientation. Third, it has been found that delegation of authority, education, training, and compensation differs for each job. This is the result of proving specific factors that can enhance the customer orientation of the organization members. In addition, it is analyzed and analyzed that the role of organization identification is important. This suggests that the theoretical extension of internal marketing and the marketing segmentation strategy that can be used in actual companies will be a guide.