제2금융권의 내부마케팅이 직무만족, 감정부조화, 고객 지향성에 미치는 영향에 관한 연구

Abstract

The purpose of this study is to examine the effects of internal marketing on job satisfaction, emotion mismatch, and customer orientation among them for secondary financial employees. The competence and motivation of internal employees have been in the spotlight as their duties have expanded to include a wide range of tasks from simple customer service to professional guidance. The results of the study confirmed that the strengthening of internal marketing has a positive effect on job satisfaction (H1) and customer orientation (H3), but no effect on emotion mismatch (H2). In addition, it found that job satisfaction has a positive effect on customer orientation (H4) and emotion mismatch has a negative effect on customer orientation (H5). This study is differentiated from existing studies in that it focuses on the secondary financial sector, which has been under-researched compared to the primary financial sector, and is significant in that it shows through empirical analysis that internal marketing is necessary to enhance competitiveness in the secondary financial sector, and that if the secondary financial sector wants to achieve performance, it is necessary to provide information that is actually helpful to customers before strengthening efforts to increase customer orientation.