골프장 내부마케팅활동과 조직유효성 및 고객지향성의 구조적 관계 분석

Abstract

The purpose of this study is to identify the relationship among internal marketing, organizational effectiveness and customer orientation in golf courses by employing a statistical data analysis method, and to present a new type of applicable marketing strategy for golf courses. This paper chose the employees who work in golf courses located in Gyeonggi-do and Gangwon-do districts, and sampled, using convenience sampling. For this study, a questionnaire was distributed to 260 golf course employees and a total of 242 questionnaires were subjected for population by simple random sampling. For the analysis of data, SPSS 15.0 for Windows was used and exploratory factor analysis and reliability analysis were made. In order to abstracted factors through structure equation model using AMOS 7.0, confirmatory factor analysis was made. For the verification of model suitability and research hypotheses, path analysis was made. Conclusion are as follows: First, the hypothesis-internal marketing will have influence on the job satisfaction - was found true. Internal communication and compensation systems had statistically influence on the job satisfaction. Second, the hypothesis - internal marketing will have influence on the organizational commitment - was found true. Internal communication, manager support and compensation systems had statistically influence on the organizational commitment. Third, the hypothesis - organizational effectiveness(job satisfaction, organizational commitment) will have influence on the customer orientation - was found true. The job satisfaction and organizational commitment had statistically influence on the customer orientation.