미용서비스 산업의 내부마케팅이 고객지향성과 직무성과에 미치는 영향

• 영문명: The Effects of Internal Marketing on Customer Orientation and Job Performance
• 발행기관: 한국인체미용예술학회
• 저자명: 김보라(Bo-Ra Kim) 신영식(Young-Seek Sheen)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제19권 제2호, 165~181쪽, 전체 17쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2018.06.30

영문 초록

This study investigated the effects of internal marketing as perceived by beauty salon employees regarding their customer orientation and job performance and analyzed the influence of an increase in such customer orientation on job performance. For this, a questionnaire survey was performed among 400 beauty salon employees in Busan and Gyeongsangnam-do from June 1 to July 31, 2016. The results found the following: In the cosmetology service industry, internal marketing has a significant influence on employees’ customer orientation and job performance while customer orientation also greatly affects job performance. In terms of the effects of internal marketing on job performance, a mediating effect by customer orientation and direct effect were found. The said results show that internal marketing and customer orientation have both direct and indirect influences on job performance. Since the variables are complementary to each other, it appears that if employee awareness and pride are improved through the effective use and enhancement of their customer-oriented mindset, excellent job performance could be accomplished. It is anticipated that these results can be used as basic data for marketing strategies in the cosmetology service industry.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론

키워드

Internal Marketing(내부마케팅) Customer Orientation(고객지향성) Job Performances(직무성과)