글로벌 환경 변화에 따른 내부마케팅 실증사례 연구

In resent years, though many areas have turned capital-intensive or technology-intensive, the service area has traditionally been labor-intensive. Since service cannot be separated from production and consumption, its quality is determined at the service encounter where clerks and customers encounter. Therefore, the attitudes, learning, and skills of clerks have a crucial influence on customers perceptions on the quality of service as well as on the creation of quality service. At this point, the roles of the members of an organization become crucial in creating values for customers. In this context, this research aims to prepare opportunities for new changes on the part of corporations in the marketing culture intended for internal customers. This research will focus on examining the existing definitions, functions, and purposes of internal marketing, extending the range of it, and finding out elements that affect internal marketing and the interactions between them. The model of the analysis is the Sung-Nam branch of S company. This analysis used questionnaires, which were answered by three hundreds of employees who work for the departments of management marketing and sales.