프랜차이즈 커피전문점의 내부마케팅이 고객지향성에 미치는 영향과 브랜드이미지의 조절효과에 관한 연구

The attitude of the employees who serve customers in the front line of the franchise coffee shop is considered as a kind of commodity value, and it can also be regarded as the core of sales. In this regard, this study focuses on the huge impact of employees on the business performance in franchise coffee shops, and aims to empirically analyze the relationship between internal marketing activities in franchise coffee shops and customer orientation and the moderating effect of brand image. The empirical analysis results are summarized as follows. The internal communication, education and training, and compensation system of internal marketing activities have a significant positive (+) impact on customer orientation. From the perspective of the relationship between internal marketing activities and customer orientation, brand image is determined to have a moderating effect on the relationship between internal communication and compensation systems in internal marketing. Through the above research results, the internal marketing activities of franchise coffee shops confirmed that the attitude of employees who directly receive customers can be a motivation to implement customer-oriented business. As for the importance of franchise coffee shops' brand image will not only affect external customers, but also Influence the employees as internal customers . Therefore, franchise coffee shops, through internal marketing activities and continuous efforts to improve brand image, can inspire employees to achieve customer-oriented business.