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The Effects of Internal Marketing of University on Customer Satisfaction, Service Quality, and Relational Committment
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대학에서의 내부마케팅이 고객만족과 서비스품질, 관계몰입에 미치는 영향

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Type
Academic journal
Author
Journal
Korean Association Of Business Education Korean Business Education Review Vol.45 KCI Accredited Journals
Published
2007.3
Pages
47 - 82 (36page)

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The Effects of Internal Marketing of University on Customer Satisfaction, Service Quality, and Relational Committment
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Abstract· Keywords

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The purpose of this study is to analyze effect of internal marketing on customer satisfaction, educational service quality, and relational commitment. First, In the dimension of internal marketing, many factors affect internal customer’s evaluation for overall satisfaction. They are categorized as five factors; empowerment, communication, reward system, internal support, and education/training. The results of this study supported the proposed conceptual framework overall. Therefore, we identified that internal marketing is the antecedent of an internal customer satisfaction, and the consequent variables of an internal customer satisfaction are educational service quality, external customer satisfaction, and relational commitment. The major findings of this study are summarized as follows. First, some factors(reward system, internal support, education/training) affected positively internal customer satisfaction. Second, Internal customer satisfaction affected positively educational service quality, external satisfaction, and relational commitment. In other words, the more internal customers have experienced internal marketing, the higher internal customers deliver educational service quality. Third, relational commitment is enhanced by higher external satisfaction.
#고객만족 #내부마케팅 #교육서비스품질 #Relational Commitment #Service Quality #Internal Marketing #관계몰입 #Customer Satisfaction

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References (107)

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1. [학술지(정기간행물)] - 강종헌 / 2003 / 호텔 식음료부서에서 조직지원, 조직몰입, 직무만족과 서비스품질의 인과관계 평가 / 한국식품조리과학회지 19 (2) : 155 ~ 164 dbpia 2. [학술지(정기간행물)] - 김민성 / 2003 / 교육서비스품질 측정에 관한 실증적 연구- 서울지역 상업계 고등학교 학생을 중심으로 - / 경영교육연구 2003 (31) : 401 ~ 411 dbpia 3. [학술지(정기간행물)] - 김성엽 / 2004 / 웹 사이트의 품질 결정요인과 고객만족도, 몰입, 성과간의 관계에 관한 연구 / 통상정보연구 6 (1) : 51 ~ 74 dbpia 4. [학술지(정기간행물)] - 김종의 / 2000 / 교육서비스 고객만족 영향요인에 관한 연구 / 경영경제논집 20 (1) : 27 ~ 43 google schola 5. [학위논문] - 김진탁 / 1994 / NHK식 태도 조사법에 의한직무만족 요인 분석과 그 영향에 관한 연구 / 박사 / 효성카톨릭대학교 google schola

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