내부마케팅이 자기효능감;서비스지향성;맥락수행에 미치는 영향

The Effects of Internal Marketing on Self-Efficacy;Service Orientation and Contextual Performance in the Hotel Industry in Korea

Purpose The purpose of this research is to empirically investigate the effects of internal marketing on self-efficacy;service orientation and contextual performance relative to the hotel industry in Korea. Design/Methodology/Approach Data used for this study were gathered with face to face interview from 212 hotel service employees in Korea. The data were statistically analyzed using SPSS 20.0 and AMOS 20.0 programs. Hypotheses that were formulated in the research model were tested using path analysis in the process of structural equation modeling. Findings Results of this study showed that both education training and internal communication factors had a positive effect on self-efficacy. The hypothesis stating that a variable of reward system would have a positive impact on self-efficacy was not supported. Moreover;the variable of self-efficacy in the research model had positive effects on both service orientation and contextual performance. Research Implications In a study of hotel service employees;this research can offer robust arguments that internal marketing activities can handle change management within an organization by encouraging employees’ self-efficacy. In addition;any CEO who wants to make organizational change and encourage a collaborative atmosphere should consider using internal marketing strategies.