지역농협의 내부마케팅 정책이 직원의 직무만족 및 조직몰입에 미치는 영향에 관한 연구 – 대전지역 소재 지역농협을 중심으로

The purpose of this research is to empirically examine the influence of internal marketing policies implemented by local agricultural cooperatives on employees' job satisfaction and organizational commitment. Given the rapid transformations in the financial environment, it is crucial for local agricultural cooperatives to acknowledge the significance of marketing activities directed at their internal customers, namely the employees, in order to sustain competitiveness and deliver high-quality services to their members. Therefore, this study investigates internal marketing policies such as empowerment, training and development, management support, reward systems, and communication, and assesses their impact on employees' job satisfaction and organizational commitment. The findings indicate that empowerment, communication, management support, and reward systems, along with qualitative performance of training and development , have a significant positive (+) influence on employees' job satisfaction and organizational commitment. Conversely, providing quantitatively training and development do not significantly affect job satisfaction but have a significant negative (-) impact on organizational commitment. This research underscores the necessity of internal marketing for local agricultural cooperatives and, unlike previous studies, reveals that employees perceive empowerment, management support, and communication as a unified factor, while distinguishing training and development into quantitative provision and qualitative performance, thereby providing pertinent insights.