내부마케팅이 직무만족, 직무몰입, 고객지향성 및 직무성과에 미치는 영향에 관한 연구

Abstract

As technology advances, the securities industry has been facing the rapidly changing circumstances in which consumers' initiative has strengthened, and thereby their market entrance barriers have been further lowered. In this more competitive environment, internal marketing factors having impact on the job satisfaction and customer oriented attitudes and behaviors perceived by branch employees may be considered much more important factors that influence their job performance leading to the company competitiveness. Internal marketing has been used to improve business efficiency with instilling a customer oriented mind to employees. This study has attempted to examine the structural causal relationships between internal marketing(Internal communication, empowerment, reward system, education & training, management support), job satisfaction, customer orientation, job involvement and job performance for the employees in the securities firm branches. These kind of research have not been studied much for securities companies. And additionally we check the indirect effects that internal marketing factors have a positive impact on the job performance using mediating variables such as job satisfaction, job involvement, customer orientation. The survey was conducted with employees in the securities companies’ branch: of 263 questionnaires distributed, except for careless answers of 12 ones. Through SPSS 23.O and AMOS 23.0 programs, hypotheses were analyzed using basic statistical analysis, reliability, discriminant validity, and path analysis. The results are summarized as follows: Firstly, all factors(empowerment, internal communication, reward system, education & training, management support) of internal marketing dose not have direct positive impacts on the job performance. Secondly, empowerment, reward system, education & training have a positive direct effect on job satisfaction, while internal communication, management support do not. Thirdly, only internal communication of internal marketing factors has a positive direct effect on customer orientation. Fourthly, internal communication and education & training have a positive direct effect on job involvement. Fifthly, job satisfaction has a positive effect on job involvement, customer orientation, and job performance. Sixthly, job involvement does not have the direct impact on job performance, whereas customer orientation does. Seventhly, empowerment, reward system, education & training of internal marketing factors have the indirect positive impact on job performance through the double mediators, job satisfaction and customer orientation, while job involvement does not have a play simple and double mediating role between internal marketing factors and job performance. Finally, internal communication, empowerment, reward system, education & training have indirect positive impacts on job performance through the job satisfaction. Job satisfaction has been turned out to be an important mediating variable. These results provide theoretical implications for further research, and useful materials for securities company managers to have the insight reviewing mechanisms of service encounter to enhance competitive advantage.