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학술저널
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한국유통과학회 유통과학연구 유통과학연구 제13권 제6호
발행연도
2015.1
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87 - 96 (10page)

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이 논문의 연구 히스토리 (2)

2015

내부마케팅 요인이 조직의 기술혁신과 지각된 서비스 품질에 미치는 영향
정갑진 경영학과 2015.01 학위논문
내부마케팅 요인이 조직의 기술혁신과 지각된 서비스 품질에미치는 영향
정갑진 ,  황희중 ,  송인암 유통과학연구 2015.01 학술저널

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Purpose – Several domestic telecommunication companies have made a considerable effort to continuously grow and survive, and they have strived to thrive in the midst of mature market competition. To overcome this challenging situation and to grow continuously, while still meeting customer needs that are becoming more diverse and complicated with the passage of time, extensive support for internal marketing is essential. Without such internal support, companies face serious limitations and market roadblocks. The communication industry is a high-level service industry and a basic communications industry characteristic is its significant dependence on the employees delivering the services. Therefore, entrepreneurs in the information/ communications industry, as well as existing competitors, should look to satisfy external customers through critical investment in internal customers (employees). Therefore, it is important for research to examine how internal factors influence technology innovation and service quality, which are the key drivers for companies that are seeking leading market positions. Research design, data, and methodology – The purpose of this study is to analyze the relationship of technology innovation and perceived service quality with the internal marketing factors in the communication industry and to offer suitable and effective internal marketing suggestions. The independent variables of this study are internal communication, education and training, the support of the executives, reward systems, and empowerment. The dependent variables are technology innovation and perceived service quality. Utilizing these, this paper studies the influence of internal marketing factors on technology innovation and perceived service quality. Results – The study results revealed the following. First, the identified internal marketing factors have a positive effect on technology innovation. Among the five internal marketing factors, three had a significant effect on product innovation, empowerment, the support of executives, and education and training, in this order. Second, the internal marketing factors also had a positive effect on the process innovation of technology innovation. The marketing factors, the support of executives, empowerment, internal communication, and education and training, in this order, significantly affect process innovation. Third, technology innovation had a positive effect on perceived service quality. All of the five service quality factors, namely, tangibles, reliability, assurance, responsibility, and empathy, in this order, significantly affect product innovation. Additionally, tangibles, reliability, responsibility, empathy, and assurance, in this order, significantly affect process innovation. Fourth, product and process innovation significantly affect tangibles and reliability in technology innovation. To enhance tangibles and reliability, process innovation should first be enhanced. Fifth, product and process innovation significantly affect responsibility and empathy in technology innovation. To enhance the responsibility and empathy, process innovation should first be enhanced. Sixth, product and process innovation significantly affect assurance in technology innovation. To enhance the assurance, product innovation should first be enhanced. Conclusions – According to the results, a company’s internal marketing factors have a positive and significant effect on technology innovation and, further, product and process innovation have a positive and significant effect on the perceived serviced quality.
#Internal Marketing #Technology Innovation #Service Quality

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참고문헌 신청
Agarwal, R. / 1996 / Technological activity and Survival of Firms / Economics Letters 52 (1) : 101 ~ 108 google schola Ahmed, P. K. / 2002 / Internal Marketing: Tools and Concepts for Customer focused Management / Butterworth-Heinemann google schola Ahmed, P. K. / 2003 / Commentary : Internal Marketing Issues and Challenges / European Journal of Marketing 37 (9) : 1177 ~ 1186 google schola Babakus, E. / 1992 / An Empirical Assessment of the SERVQUAL Scale / Journal of Business Research 2 (1) : 253 ~ 268 google schola Berry, L. L. / 1976 / Improving Retailer capability for Effective Consumerism Response / Journal of Retailing 52 (3) : 3 ~ 14 google schola

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