여행사의 내부마케팅이 종사원의 조직시민행동과 고객지향성에 미치는 영향 연구
The Effects of Internal Marketing of Travel Agencies on Organizational Citizenship Behavior and Customer Orientation
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초록
The purpose of this study is to examine the effects of Internal marketing of travel agencies on Organizational citizenship behavior and Customer orientation. From the results of the empirical analysis, Internal marketing was classified into three factors; reward system, education and training and internal communication. Organizational citizenship behavior and Customer orientation classified into single dimension. The results of the hypothesis testing were as follows. First, Two internal marketing factors, reward system and internal communication turned out to have significant influence on Organizational citizenship behavior and Customer orientation. Second, Organizational citizenship behavior turned out to have significant influence on Customer orientation. However, It showed that education and training didn't have a meaningful effect on Organizational citizenship behavior and Customer orientation. In conclusion, Internal marketing enhances Organizational citizenship behavior and Customer orientation, thus The study offers marketing strategic implications for Travel agencies.
Abstract
The purpose of this study is to examine the effects of Internal marketing of travel agencies on Organizational citizenship behavior and Customer orientation. From the results of the empirical analysis, Internal marketing was classified into three factors; reward system, education and training and internal communication. Organizational citizenship behavior and Customer orientation classified into single dimension. The results of the hypothesis testing were as follows. First, Two internal marketing factors, reward system and internal communication turned out to have significant influence on Organizational citizenship behavior and Customer orientation. Second, Organizational citizenship behavior turned out to have significant influence on Customer orientation. However, It showed that education and training didn't have a meaningful effect on Organizational citizenship behavior and Customer orientation. In conclusion, Internal marketing enhances Organizational citizenship behavior and Customer orientation, thus The study offers marketing strategic implications for Travel agencies.
참고문헌 (29)
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