The Impact of the Internal Marketing of Sports Center on the Customer Orientedness and Market Orientedness

Abstract

Purpose: The customer satisfaction strategies to improve sports center management performance are developed, and for this purpose, they are strengthening internal marketing activities for their employees. These internal marketing activities are not only related to the service quality provided to the users by the employees, but also the importance of the role of customer orientation development is being emphasized. Hence, from this point of view, the purpose of this study is to examine and understand the effect of internal marketing on the customer orientedness and market orientedness in order to present the basic data for establishing the customer oriented marketing for the sports centers. Method: In this study, as of 2022, 230 employees of sports centers in Daegu Metropolitan City were surveyed, and the convenience sampling was used for the sampling method, and the survey was conducted using the Self-Administration Method. Among the collected questionnaires, 228 questionnaires were used as the valid samples, except for the data with insincere responses or omission of some of the contents of the questionnaire. The measurement tool was a questionnaire, and the data processing was carried out by the SPSS 22.0 Program, a statistical package program, and frequency analysis, reliability verification, factor analysis, correlation analysis, and multiple regression were performed. Results: In this study, as a result of factor analysis and reliability verification performed, the internal marketing turned out to be education and training factor α=.894, community factor α=.870, and compensation system fac-tor α=.825, and customer orientation was customer care factor α=.866, customer understanding factor α=.852, customer management factor α=.795. The market orientedness was shown as the market orientedness factor α=.812. Overall, internal marketing of sports centers affects the customer orientation and the market orientation. Conclusion: In this study, the internal marketing of sports center affects the customer orientedness and the market orientedness, and for the efficient management of sports center and the more stable profit generation, it is necessary to provide a customer oriented service differentiated from the sports centers competing through the internal marketing activities which reflect the needs and desires of sports center users.