목차

Ⅰ. 서 론 ············································································································1
1. 문제의 제기 및 목적 ···················································································1
2. 연구의 방법 및 범위 ···················································································3
Ⅱ. 이론적 배경 ······························································································6
1. 내부마케팅 ·······································································································6
가. 내부마케팅의 정의 ···················································································6
나. 내부마케팅의 구성요인 ···········································································9
2. 직무만족·········································································································14
가. 직무만족의 정의 ·····················································································14
나. 직무만족의 구성요인 ·············································································16
3. 직무몰입·········································································································19
가. 직무몰입의 정의 ·····················································································19
나. 직무몰입의 구성요인 ·············································································21
4. 고객지향성·······································································································24
가. 고객지향성의 정의 ·················································································24
나. 고객지향성의 구성요인 ·········································································25
Ⅲ. 실증조사 준비 ·······················································································28
1. 연구모형 및 연구가설 ···············································································28
가. 연구모형 ···································································································29
나. 연구가설 ···································································································29
다. 변수의 조작적 정의 ···············································································32
2. 실증조사 및 연구방법 ···············································································35
가. 모집단의 정의 및 표본의 설계 ···························································35
나. 설문지의 구성 ·························································································35
다. 분석방법 ···································································································37
Ⅳ. 실증조사 결과 분석 및 요약 ··························································38
1. 자료분석 ·······································································································38
가. 표본의 인구통계학적 특성 분석 ·························································38
나. 신뢰성 검증 ·····························································································40
다. 타당성 검증 ·····························································································42
2. 실증분석결과 ·······························································································48
가. 연구가설 검증 ·························································································49
나. 실증분석결과의 요약 ·············································································53
Ⅴ. 결 론 ··········································································································57
1. 연구의 요약 및 연구의 시사점 ·······························································57
2. 연구의 한계 및 향후 연구방향 ·······························································59
참고문헌 ··········································································································60
설문지 ···············································································································68
ABSTRACT ··································································································73