골프리조트의 내부마케팅, 조직신뢰, 조직시민행동 및 고객지향성 간 영향관계 연구

Abstract

This study was performed to suggest the practical measures regarding the management strategy and development direction of the general internal marketing a golf resort by understanding the influence relationship between internal marketing, organizational trust, organizational citizenship behavior, and the customer orientation of employees at a golf resort in Jeju Special Self-Governing Province. The empirical research was carried out from May 17 to May 31, 2021, to code 200 copies of data. The SPSS ver.18.0 program was used to perform frequency analysis, reliability analysis, exploratory factor analysis, and regression analysis. The following are the research results. Hypothesis 1. Among the factors related to internal marketing, it was shown that education training, empowerment, management support, and internal communication except for the compensation system had a significant impact on organizational trust. Hypothesis 2. The organizational trust had a significant impact on the organizational citizenship behavior. Hypothesis 3. The organizational trust had a significant impact on customer orientation. Hypothesis 4. The organizational citizenship behavior had a significant impact on customer orientation. From the research, a positive influence relationship was identified among the variables including internal marketing, organizational trust, organizational citizenship behavior, and the customer orientation of a golf resort. If the golf resort establishes and carries out the appropriate plans to improve the internal marketing activities and organizational trust of the employees from various perspectives, it is considered to be helpful to enhance the company’s service quality through a favorable business flow and the advanced customer service within the organization that is achieved by the employees who are the internal customers of the facility.