축산물 판매장의 내부마케팅이 서비스 품질에 미치는 영향

The Impact of Internal Marketing on Service Quality at Meat Retail Stores

The internal marketing is one of the firm-level marketing that could provide customers with good quality services through motivating workers who are internal customer of firm and inspiring job satisfactions into them. So far, most of internal marketing researches have paid attention to employee satisfaction. Further studies should focus on settlement of service culture beyond the simple job contentment in entire livestock brand business including direct managing stores. According to the study, internal marketing of the store under direct management of the enterprise has an effect on human and material service quality. This means reinforcement of internal marketing in company own store eventually help customer service improvement by internal customer satisfaction. Therefore, livestock brand business having direct managing store should have a correct understanding about importance of internal marketing and also focus their efforts on employee training, improving job benefits and encouraging mutual communication.