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A Study on Improvement Measures of Customer Orientation for Travel Agent's Employee
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여행사 종사원의 고객지향성 증진 방안 연구

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Type
Academic journal
Author
Journal
Korea hotel resort Association 호텔리조트연구 호텔리조트연구 제14권 제2호 KCI Accredited Journals
Published
2015.1
Pages
219 - 233 (15page)

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A Study on Improvement Measures of Customer Orientation for Travel Agent's Employee
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Abstract· Keywords

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This study aims to suggest the improvement measures of customer orientation for travel agents’ employee through implementation of internal marketing in order to improve customer service. Through various previous studies, internal marketing is composed 4 factors – reward system, empowerment, education & training and internal communication, and customer orientation is composed 2 factors – enjoyment and needs in this study on the basis of Brown et al.'s study (2002), even though previous customer orientation researches have been studied single level factor. So this study can examine more detailed relation of effects on composed factors of customer orientation by internal marketing implementation. The result of empirical analysis on hypothesis shows that reward system and education & training made positive effect on enjoyment factor, and reward system, education & training and internal communication had positive effect on needs factor of customer orientation. Finally internal marketing implementation was found to influence differences effect on particular composed factors.
#여행사종사원 #고객지향성 #Internal Marketing #Customer Orientation

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References (30)

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Ahmad, A. E. M. K / 2012 / Impact of internal marketing on job satisfaction and organizational commitment: A study of teaching hospitals in Saudi Arabia / Business and Manag google schola Brown, T. J / 2002 / The customer orientation of service workers: Personality trait effects on self and supervisor performance ratings / Journal of Marketing Research 39 (1) google schola Chen, S. Y / 2015 / Job rotation and internal marketing for increased job satisfaction and organizational commitment in hospital nursing staff / Journal of Nursing Managemen google schola Conduit, J / 2001 / How critical is internal customer orientation to market orientation / Journal of Business Research 51 : 11 ~ 24 google schola Hwang, I. S / 2005 / Relationships among internal marketing, employee job satisfaction and international hotel performance: An empirical study / International Journal of Man google schola

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