내부마케팅요인이 직무만족과 대인서비스역량을 매개로 마케팅 성과에 미치는 영향에 관한 연구(콜 센터 텔레마케터 중심으로 연구)

Abstract

A Study of Internal Marketing Factors to the Marketing Performance using Job Satisfaction and Personal Service Competence as Mediated Variables. -Focused on Telemarketer in Call Center-

Eun-Young, Kim

Major in Business Administration, Department of Business Administration, Graduate School of Business Administration, Pukyong National University.

Abstract

A call center, which is rapidly growing in the recent service industry, is getting bigger in importance of its function and role as a general customer service center in order to create corporate profit and management performance through customer satisfaction and customer retention for coping with a rise in consumer power and with intensification in competition among companies caused by expansion in information technology and internet. A research on this is getting active. However, a telemarketer, who is working at call center, is performing an important role as a marketing means of contacting and retaining customers such as the contract conclusion with customer and the follow-up management. There is a lack of research on difficulties that telemarketers are facing and on efforts for solving these problems. Accordingly, this study analyzed the influence of the internal marketing factors such as communication, compensation & welfare, educational training, superior's support, and delegation, which influence job satisfaction of telemarketers who work at call center, upon the marketing performance in a call center by which the job satisfaction has interactive service competence as medium. First, among internal marketing factors, the communication, compensation & welfare, delegation, and superior's support were indicated to have positive influence upon job satisfaction. However, educational training was indicated to fail to have positive influence. Second, this job satisfaction was indicated to have positive influence upon telemarketer's interactive service competence. Finally, job satisfaction and interactive service competence were indicated to have positive influence upon telemarketer's marketing performance. As a result of the above study, the educational training only for achieving a business goal regardless of telemarketers' aptitude rather has negative influence upon job satisfaction. Thus, a future educational training program will need to be developed a realistic program that conforms with their needs. If job satisfaction gets higher in light of task characteristics of dealing with customer without facing, the interactive service competence gets higher, resulting in coming to have effect on the call marketing performance. Accordingly, a research on a little more various contents will be needed in the future as for the field in call center.