직영판매점과 대리점의 내부마케팅효과성에 관한 비교연구

Effectiveness of Internal Marketing between Direct Management Stores and Dealerships of Automobiles

This study compared and analyzed the effectiveness of internal marketing activities of direct management- stores and dealerships of automobile. For the comparative analysis, this study proposed the basic research model that the major components of internal marketing, that is, internal communication, delegation of authority, the education and training, reward system, and management support affect customer orientation and turnover intention. An empirical comparative analysis was performed through path analyses using structural equation modeling (SEM) via PLS. Valid data were obtained from a total of 355 car salespeople who engage in direct management stores and dealerships. Results showed that the effects of internal marketing components are distinctly different in direct management stores and dealerships. The internal communication, education and training internal marketing components indicated significant impact on customer orientation in the direct management stores, but the delegation of authority represented significant impact on the customer orientation in the dealerships. In addition, education and training internal marketing components played an essential part in reducing turnover intention of the employees in direct management stores, while internal communication and management support were important in reducing turnover intention among the employees of the dealerships. These findings provide strategic guidelines for managers in executing their internal marketing activities in companies which operate plural distribution channels, such as car dealerships.