국내 운송물류기업의 내부마케팅이 서비스품질에 미치는 영향

Abstract

Purpose : The purpose of this study is to analyze the effect of internal marketing on employee job satisfaction and service quality, as well as the moderating effect of self-efficacy and the mediating effect of job satisfaction, by targeting logistics companies.
 Research design, data, and methodology : A questionnaire targeted logistics companies registered with the Korea Integrated Logistics Association. Analysis of demographics is implemented utilizing IBM SPSS 27.0, and analysis is performed using Smart PLS 3.0.
 Results : Analysis found that among the internal marketing factors of logistics companies, all variables except the compensation system had a significant effect on job satisfaction, and job satisfaction factors had a significant effect on service quality. In addition, among the internal marketing factors of logistics companies, all variables except educational training have a significant effect on service quality. Among internal marketing factors, educational training and empowerment variables appear to have moderating effects on self-efficacy, and all variables among internal marketing factors (except compensation systems) appear to have a mediating effect on job satisfaction.
 Conclusions : Logistics companies should inform employees of the organization's common goals and values through educational training. They should provide support from various management levels, and grant decision-making rights within a certain range for smooth internal communication, providing an environment that employees can work in with a sense of responsibility.