외식기업은 왜 내부마케팅에 집중하여 경영성과를 높이는가? 직무몰입 및 신뢰 조절효과의 역할

Objective: The purpose of this study is to empirically analyze how restaurant companies strengthen their internal marketing strategies and how increase in job engagement and trust levels of employees affect management performance. Methods: This study used a convenience sampling method to conduct statistical analysis on 348 restaurant workers working at restaurants operated by food service companies. This study also used SPSS 23.0 to perform frequency analysis, exploratory factor analysis, reliability analysis, regression analysis, and moderating effect. Results: Internal marketing elements affected job engagement, communication and delegation of authority affected financial performance, and compensation system of internal marketing elements. Delegation of authority affected non-financial performance. Job engagement affected financial performance and non-financial performance, and trust had a moderating effect on the relationship between internal marketing elements and job engagement. Implications: This study presents effective organizational management and marketing strategies on how internal marketing contributes to the operational efficiency and long-term corporate performance of an organization beyond simple employee satisfaction, and how to design a management strategy centered on internal customers of a restaurant business.