內部마케팅活動이 職務滿足과 顧客志向性에 미치는 影響

The Influence of Internal Marketing to the Job Satisfactions and Customer Orientation in the Hotel Industry - Focused on the Deluxe Hotels in Hochiminh, Vietnam-

The purpose of this research is to investigate the construct known as internal marketing as it was perceived by service encounter employees of the super deluxe hotels in HoChiMinh. To achieve these goals, relevant literature was referenced and utilized to create a hypothesis that investigates the main questions that are then analyzed in a corresponding empirical analysis. For empirical analysis, a questionnaire survey was applied to a total 200 employees from a super deluxe hotel in HoChiMinh.. The model was tested using SPSS 12.0 and LISREL 8.72 on a sample of the 151 surveys which were received representing a 83% usable response rate. The results of empirical analysis show that: 1) Reward of internal marketing has a significant effect on job satisfaction but empowerment and training is not significant. 2) Empowerment of internal marketing has a significant effect on customer orientation but training and reward is not significant. 3) Job satisfaction has a significant effect on the customer orientation.