태권도장의 내부마케팅이 서비스지향성, 조직시민행동, 직무성과에 미치는 영향
The Affects of TaekwondoJangs’ Internal Marketing on Service Orientation, Organizational Citizenship Behavior, and Job Performance
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목적 본 연구는 태권도장의 내부마케팅이 서비스지향성, 조직시민행동, 직무성과에 미치는 영향을 규명하는데 그 목적이 있으며, 태권도장의 경영자가 사범을 내부고객으로 보는 것이 사범의 책임감과 역량에 어떻게 영향을 주는지에 대해 학문적 영역을 확장하고 실질적으로 태권도장의 차별화된 마케팅 전략 및 기획을 활성화하기 위한 기초자료를 제공하는데 의의가 있다. 방법 본 연구의 목적을 달성하기 위해서 태권도장에서 근무하는 사범을 모집단으로 선정하여 비확률표본추출법 중 편의표본추출법을 사용하였으며, 온･오프라인 설문조사를 통해 350부를 배포하여 일괄 응답, 불성실한 응답, 중복 응답 30부를 제외한 총 320부를 최종 분석에 사용하였다. 자료처리는 SPSS 25.0 ver을 활용하여 빈도분석, 탐색적 요인분석, 신뢰도분석, 상관관계분석, 회귀분석을 실시하였다. 결과 연구결과 첫째, 내부마케팅은 서비스지향성에 정(+)적인 유의한 영향을 미쳤다. 둘째, 내부마케팅의 하위요인은 조직시민행동에 전반적으로 정(+)적인 유의한 영향을 미쳤다. 셋째, 내부마케팅의 요인 중 교육훈련, 권한위임이 직무성과에 정(+)적인 유의한 영향을 미쳤다. 넷째, 서비스지향성은 직무성과에 정(+)적인 유의한 영향을 미쳤다. 다섯째, 조직시민행동의 스포츠맨십, 참여행동, 예의바른행동은 직무성과에 정(+)적인 유의한 영향을 미쳤다. 결론 태권도장 간 경쟁이 치열한 시대에서 내부마케팅의 개념과 적용 방안은 태권도장 경영에 확장된다는 것에 학문적･실무적 의의가 있다.
Abstract
Purpose The purpose of this study was to examine closely the Effects of Taekwondo’s internal marketing of service orientation, organization citizenship behavior and job performance. It was meaningful to expand academic field and provide basic data to revitalize TaekwondoJang’s differentiated marketing strategies and plan about how TaekwondoJang managers’ view point about the instructor as an internal customer affect the instructor’s responsibility and competence. Method To achieve the purpose of this study, the people who were working at TaekwondoJang as an instructors were selected as a population though using the convenience sampling method among non-probability sampling methods. The Total of 320 were used for the final analysis, excluding unfaithful responses, batch responses and duplicate responses of 30 copies through on･off line survey. Results The research results follow. First, Internal Marketing had a positive statistically significant effect on service orientation. Second, Sub-factors of internal marketing had a positive statistically significant effect on organization citizenship behavior on the whole. Third, Education training, delegation of authority of Internal Marketing had a positive statistically significant effect on orientation citizenship. Forth, service orientation had a postive statistically significant effect on job perfomance. Fifth, participatory behavior, polite behavior of Organization citizenship behavior had a postive statistically significant effect on job perfomance. Conclusion This study conclued the service orientation, organization citizenship behavior, job performance had positive effects on the internal marketing of TaekwondoJang. And the concept and application plan of internal marketing have academic significance in the era of fierce competition among TaekwondoJangs’.
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