MICE기업을 대상으로 한 내부마케팅, 직무열의, 직무만족, 혁신행동 및 조직성과 간의 관계 연구

Abstract

The MICE industry is a service industry that is highly dependent on human resources. Therefore, not only is it essential to nurture professionals, but the lack of professionals in the MICE industry is a constraint to sustainable industrial growth. Based on previous studies that conclude effective internal marketing activities integrate customer contact workers and contribute to improving job performance, the key task is to examine the internal marketing factors that strengthen the morale and motivation of workers. Therefore, this study aims to investigate the relationship between marketing to members, job engagement, job satisfaction, innovation behavior, and organizational performance based on the internal marketing applied in MICE companies. For this study, questionnaires were distributed to MICE companies in Seoul and Busan from April 11 to April 22, 2022, and 343 copies were used for the final analysis. The empirical analysis conducted using SPSS 23.0 and AMOS 23.0 found that, among the sub-factors of internal marketing, the compensation system does not significantly affect job engagement, while the delegation of authority, management support, and education and training do. Moreover, to improve the job engagement of internal workers, it is necessary to satisfy them through internal marketing before trying to improve the organization's performance by satisfying external customers. Next, job engagement significantly affects job satisfaction, innovative behavior, and organizational performance. The members with high job engagement consider their job important and meaningful and tend to immerse themselves in job-related goals, meaning they are more likely to take change-inducing and innovative actions for organizational performance voluntarily. As they recognize their work as more meaningful and work with a better attitude, they can positively impact the organization's performance. Finally, it was found that job satisfaction significantly affected innovative behavior and organizational performance. Based on the empirical analysis, internal workers' job satisfaction further strengthened the innovative behavior of members and the positive aspects of organizational performance. The MICE industry, where human resources are important, can better manage human resources by underlining the necessity and measures for internal marketing to motivate and improve worker engagement and satisfaction. Such actions are expected to contribute to improving the work quality and development.