소비자생활협동조합 내부마케팅 요인이 직무만족과 고객지향성에 미치는 영향

This study empirically analyzed the hypothesis that internal marketing factors, such as management support, internal communication, delegation of authority, and ownership of labor, have a significant impact on job satisfaction and customer (member) orientation among cooperative store managers. This study is significant in that it verified whether internal marketing affects job satisfaction and customer orientation among cooperative store employees who pursue social values, unlike employees of general companies that mainly pursue profits. It also examines whether the concept of ownership of labor, a unique characteristic of cooperative store managers, acts as an internal marketing factor. The results of the analysis showed that management support, internal communication, and ownership of labor, but not delegation of authority, had a significant impact on job satisfaction and customer orientation among internal marketing factors. Job satisfaction also had a significant impact on customer orientation. In conclusion, cooperatives need to establish internal marketing strategies that enhance job satisfaction and customer orientation by recognizing store managers as internal customers and increasing management support, strengthening communication, and fostering a sense of ownership. This study is expected to contribute to improving internal marketing policies for domestic cooperatives that are currently experiencing a management crises.