황석준 신한원
한국해양대학교
( )
A Study on the Effects of Internal Marketing on the Employee's Job Attitude and Customer Orientation in
Container Terminal Operators
Abstract
This study concerns the importance of internal marketing, employee's attitude, and customer orientation through the change of port industry and the operational condition of domestic container terminals. In accordance with this, the structural relationship among variables, which are internal marketing, employee's attitude and customer orientation in container terminals need to be acknowledged to secure competitive advantage and to maintain continuous transaction relationship with customer through the empirical research.
The purpose of this study is to firstly, understand the current facilities and situation of
container terminals in Busan port, and its changing environment of port industry. Secondly,
provide basic information through the seeking whether the concept of internal marketing is
able to apply into port industry. Thirdly, establish the theoretical system through the
literature consideration on internal marketing, employee's attitude and customer orientation
in container terminals. Finally, draw useful suggestions for managing container terminals
.
Ⅱ
내부마케팅 1.
조직구성원의 태도 2.
고객지향성 3.
.
Ⅲ
연구모형 1.
[ 1]
변수의 조작적 정의와 측정 2.
< 1>
< 2>
< 3>
표본 설계 및 설문지의 구성 3.
< 4>
가설설정 4.
< 5>
.
Ⅳ
자료의 분석 1.
α
< 6>
≤
ɑ
ɑ
< 7> ɑ ≤
ɑ
< 8>
≤ ɑ
ɑ
< 9>
연구가설의 검정 2.
[ 2]
χ
χ
[ 3]
χ
< 10>
< 11>
〉 ㅣ ㅣ
가설검정결과의 해석 3.
< 12>
.
Ⅴ
연구의 요약 1.
연구의 시사점 2.
