Earticle

[목적] 실외 골프연습장 재이용요인의 중요도와 상대적 우선순위를 일반인집단과 전문가집단을 비교분석하여 실외 골프연습장의 효율적이고 합리적인 경영전략을 위한 자료 제공을 하는데 목적이 있다. [방법] 결과 도출을 위해 서 울, 경기 지역에 위치한 실외골프연습장 이용객을 대상으로 일반인 집단 105명과 전문가 집단 27명을 대상으로 실시 하였으며, 자료처리는 AHP솔루션 Expert Choice 2000을 사용하여 상대적 중요도의 우선순위를 분석하였다. [결과] 일반인 집단의 경우 상위단계인 외적서비스 요인의 중요도가 가장 높게 나타났고, 전문가 집단의 경우 상위단계인 내적서비스 요인의 중요도가 가장 높게 나타났다. [결론] 일반인 집단의 경우 상위단계인 외적서비스 요인의 중요도 가 가장 높게 나타났고, 전문가 집단의 경우 상위단계인 내적서비스 요인의 중요도가 가장 높게 나타났다. 서비스 하 위요인들의 우선순위 또한 다른 결과가 도출되었다.

[Purpose] The study compared and analyzed priority of service quality variables in general consumers and in management expert group in order to develop efficient driving range management strategy. [Method] The research subjects were outdoor driving range users in the capital area of Seoul. Among them, 105 persons were randomly allocated in to the general group and the expert group with 27 persons, data processing was made by expert choice 2000, an AHP solution to analyze. [Result] For the general group, the external service factor as upper level was the highest. And for the expert group, internal service factor had the highest significance as the upper level. For the general group, among external services factors affecting golf exercise, the main purpose of using driving range, facility service factor, the medium level was high. [Conclusion] To the contrary, for the expert group, among internal service factors, the medium level `cost service factor' was high. It means intangible service quality plays a role in enhancing satisfaction of using driving range.

Purpose: Current increase and complexity of medical tests and surgical procedures at outpatient department (OPD) require OPD nurses to have customer orientation focusing on various customers' interests and needs. The purpose of this study was to identify the factors associated with customer orientation in nurses working at OPD of hospitals. Methods: The study used a descriptive correlational design with cross-sectional survey. The study settings were four general hospitals in Seoul and its metropolitan area. Data were collected from 138 OPD nurses from general hospitals. Study variables were personal traits, emotional intelligence, internal marketing, service management and customer orientation. Results: Factors associated with customer orientation were identified as conscientiousness from personal traits (b = .37, p < .001), emotional intelligence from individual characteristics (b = .21, p = .032), and internal marketing from environmental characteristics (b = .21, p = .001). Conclusions: Hospital administrators should support OPD nurses to cultivate sincere and sociable personal traits and emotional intelligence, and to consider employees as internal customers to improve patient-oriented services and satisfaction.

The purpose of this study is not only to examine relationship between internal marketing (IM), and internal service quality, but also the moderating effect of self-esteem between IM and internal customer satisfaction in the hospital sectors in Korea. A confirmatory factor analysis validated the measurement model, and subsequently, structural equation modeling tested the proposed model by using SPSS 20.0 and AMOS Version 18.0. The results of paper show that the positive effect of three dimensions (internal communication, training & education and reward system) of IM on internal customer satisfaction are supported. In addition, the effect of internal customer satisfaction on internal service quality is significant. This paper has contributed to the IM literatures and managerial implications in several aspects. First of all, this paper proposed that internal customers are much more satisfied by activating internal communication, be given enough opportunity of job training & education and be offered the appropriate incentives related to performance and reward. Secondly, the high group of self-esteem through interaction with internal communication is more satisfied with than low group of self-esteem. Lastly, the more satisfied internal customers lead to improvement of internal service quality. Therefore, manager in hospital sectors should keep in mind this result that providing individual attention to each internal customer and understanding their specific need on job satisfaction are the first important step to reach the organization’s goal. Meanwhile, as the limitation of this paper, it is necessary to develop the different combinations of IM. Thus, it is worthwhile to test the different mix of IM for further research.

목적: 본 연구는 뷰티샵의 내부마케팅이 고객지향성에 미치는 영향을 직무만족의 매개효과를 중심으로 알아보고자 진행되었다. 방 법: 서울과 경기지역 뷰티산업에서 근무하는 직원을 대상으로, 2018년 1월 설문조사를 시행하였으며, statistical package for the social sciences (SPSS) 프로그램 분석을 실시하였다. 결과: 내부마케팅이 직무만족에 영향을 미치는 요인으로는 경영층지원, 교육 및 훈련, 보상제도, 내부커뮤니케이션으로 나타났고, 내부마케팅이 고객지향성에 영향을 미치는 요인은 경영층지원과 보상제도로 나타났다. 뷰티샵의 직무만족이 고객지향성에 미치는 영향은 유의적인 영향을 미치는 것으로 나타났다. 직무만족이 내부마케팅과 고객지향성과의 관계에서 매개효과를 검증한 결과 경영층지원, 권한위임, 교육 및 훈련, 보상제도, 내부커뮤니케이션 모두 영향을 미치는 것으로 나타났다. 뷰티샵에서 구성원의 직무만족이 고객지향성의 관계에서 매개 역할이 크다는 것을 알 수 있었고, 고객지 향성을 높이기 위한 매개변수임을 증명하였다. 결론: 결과적으로 구성원의 직무만족은 고객지향성의 매개변수이며 직무만족은 내 부마케팅 요인들에 의해 영향을 받으므로 고객지향성을 높이기 위해서 왜 내부마케팅에 대한 노력이 선행되어야 하는가를 설명하 는데 도움이 될 것으로 사료된다.

Purpose: This study investigated the impact of internal marketing of beauty shops on the customer orientation of employees through the mediating effect of job satisfaction. Methods: A survey targeting employees working in the beauty industry was conducted in January 2018 in Seoul and in the Gyeonggi Province. The Statistical Package for the Social Sciences (SPSS) program was utilized for this study. Results: Management support, education and training, the compensation system, and internal communication were found to be the internal marketing factors affecting job satisfaction. Attributes that influenced customer orientation were management support and the compensation system. The results revealed that employee job satisfaction significantly encouraged customer orientation in beauty shops. The mediating effect of job satisfaction on the relationship between internal marketing and customer orientation was observed to be induced by the features of management support, delegation of authority, education and training, the compensation system, and internal communication. The authors of this paper were able to determine that job satisfaction plays a significant mediating role in the relationship between internal marketing and customer orientation among beauty shop employees, and this study has established that job satisfaction is a mediating variable that can increase customer orientation. Conclusion: Employee job satisfaction is a mediating variable that influences customer orientation in beauty personnel and this emotion of professional fulfillment is influenced by internal marketing factors. The outcomes of this investigation will help to explain why internal marketing efforts must first be undertaken in order to increase the customer orientation of employees.

目的: 通过调节工作满意度的影响来研究美容店内部营销对顾客导向的影响。方法: 2018年1月对首尔和京畿地 区从事美容行业工作的员工进行问卷调查，收集资料利用statistical package for the social sciences (SPSS)分 析。结果: 管理支持，教育培训，薪酬体系，内部沟通等内部营销因素是影响工作满意度的因素，影响顾客导向 的内部营销因素是管理支持和补偿。美容店的工作满意度对顾客导向的影响是具有统计意义的。 通过验证工作 满意度与内部营销和客户导向之间关系的中介效应，管理支持，授权，教育和培训，薪酬体系和内部沟通都显 示出效果。在美容店，我们发现会员的工作满意度是顾客导向关系的中介，并证明它是增加顾客导向的参数。 结论: 因此，成员的工作满意度是客户导向的一个参数，工作满意度受到内部营销因素的影响，因此有助于解释 为什么应该先进行内部营销工作以提高客户导向。

Purpose : The purpose of this study is to present the direction of service marketing for improving customers' satisfaction by comparing the difference in medical and nursing service satisfaction between internal and external customers. Method : The subjects were outpatients and inpatients as the external customers and nurses, doctors, and staffs as the internal customers, in a university hospital. Data were collected from April 25 to May 2, 2001 through questionnaires. The 2 structured instruments were used for collecting the data: Customer Satisfaction Measurement 2000 developed by Korean Society of Quality Assurance in Health Care(1999) and nursing service satisfaction questionnaires by the researcher. Data were analyzed using SPSSWIN 9.0 with t-test, one-way ANOVA, scheffe test.Result : 1. In overall medical service satisfaction scores, external customers' satisfaction showed significantly higher than internal customers'(p=.000) and there was no significant difference between external customers(p>.05). But there was significant difference between internal customers(p<.05). 2. There was no significant difference in nursing service satisfaction between the external and internal customers (p>.05). In the external customers, inpatients' nursing service satisfaction showed significantly higher than outpatients' (p<.001). And there was significant difference in nursing service satisfaction between internal customers(p<.05). Conclusion : To increase external customers' satisfaction with medical and nursing service, hospital should carry out internal marketing strategies for improving internal customers' satisfaction. Also to increase outpatients' satisfaction, it should conveniently improve procedures of use and provide more information and education for outpatients.

The purpose of this study shows the effects with CSR suggested by casino corporation and the internal service quality and internal customer satisfaction. And also this begins with the presumption that corporate ethical education causes moderating effects between the two conceptions, CSR and internal service quality. The structural model was tested using the empirical date collected from 348 casino dealers. The study result of structural equation model(SEM) presents CSR and internal service quality have significant moderating effects on internal customer, and moderating effects on ethical education develop a significant moderating effects between CSR and internal customer satisfaction. Therefore, suppose that CSR and internal service quality suggested by casino corporation have positive effects, internal customer satisfaction will grow and turnover rate will be reduced. To make the ethical education have moderating effects on internal customer satisfaction, I assume that indirect benefit, CSR, has more moderating effects on it than direct profit, internal service quality.

The purpose of this paper is on employees as internal customers and the critical role this group plays in the delivery of quality results. The set up of research model for verification was as follows. The research model was drawn as internal service quality level internal customer satisfaction enterprise outcome. Then, two hypotheses were established to the research model. Through the factor analysis and multiple regression analysis, the results are as follows. First, internal service quality level turned out to be affected indirectly through internal customers' satisfaction rather than a direct factor to affect the enterprise outcome. Second, internal customers' satisfaction was proved to be the most important factor for the enterprise outcome as ti was the intimate factor precedent to the enterprise outcome. However, there could be a variation of response according to the personal circumstances of respondents since the respondents were from different enterprises and consisted various job positions and age group. Namely it included a limitation of rather unaccurate resulting values because the transverse methods were performed for convenience though it needed a longitudinal research to accomplish the general purpose of this study.

이 연구는 보안경비 이용자의 고객접점서비스, 내적반응과 소비행동간 간의 관계를 구조 모형을 통해 규명하는 것이 목적이다. 이 연구는 보안경비 서비스를 이용하는 구매자의 실증적인 대면이 되는 접점서비스의 중요성을 파악하고 이에 따른 소비자의 반응과 소비행 동의 관계를 규명함으로서 보안경비 산업 발전에 기여할 수 있다는 점에서 의미가 있다 할 것이다. 연구대상은 충청남도 천안시 및 아산시의 상가 밀집지역을 중심으로 보안경비 서비스를 이용하고 있는 점포로 하고 여기서 점포 대표 및 직원 375명을 선정하여 연구를 수행하였다. 조사도구는 국내·외 선행연구를 기초로 하여 연구의 목적에 맞게 수정하여 사용하였다. 자료처리는 SPSS 25.0과 AMOS 25.0 두 가지 통계프로그램을 이용하여 빈도 분석, 탐색적 요인분석, 신뢰도 분석, 확인적 요인분석, 구조모형분석을 실시하였다. 통계적 유의 수준은 .05로 설정하여 분석하였으며, 자료 분석을 통하여 다음과 같은 결론을 얻었다. 첫째, 보안경비 이용자의 고객접점서비스는 소비행동에 정(+)의 영향을 미친다. 둘째, 보안경비 이용자의 고객접점서비스는 내적반응에 정(+)의 영향을 미친다. 셋째, 보안경비 이용자의 내적반응은 소비행동에 정(+)의 영향을 미친다. 넷째, 보안경비 이용자의 고객접점서비스와 소비행동 간의 매개효과로써 내적반응은 정 (+)의 영향을 미친다.

The purpose of this study is to identify the relationship among customer access service, internal response, and consumption behavior of security agency users through a structural model. The research will be meaningful in that it can contribute to the development of the security industry by identifying the importance of customer access service, which is an empirical face of buyers using security agency, and thus establishing the relationship between consumer reaction and consumption behavior. The study subject is a store that uses security agency in areas with dense shopping districts in Cheonan and Asan of South Chungcheong Province, where 375 store representatives and employees were selected to conduct the research. Research tools were modified and used to suit the purpose of the research based on domestic and foreign prior research. Using two statistical programs, SPSS 25.0 and AMOS 25.0, data processing was performed: frequency analysis, exploratory factor analysis, reliability analysis, confirmed factor analysis, and structural model analysis. The statistical significance level was analyzed by setting a value of .05 and the following conclusions were obtained. First, the customer access service of security agency users has a positive impact on consumption behavior. Second, the customer access service of security agency users has a positive effect on the internal response. Third, the internal response of security agnecy users has a positive effect on consumption behavior. Fourth, the internal response has a positive effect as a medium effect between customer access service and consumption behavior of security agency users.

Objectives: In view of the fact that the level of evaluation of hospital service quality, we will examine the extent to which empathy plays a mediating role in the impact of hospital service quality on hospital satisfaction. Methods: We want to verify the indirect effect as a parameter of empathy between hospital internal service quality and hospital satisfaction by SEM analysis. Results: The potential variables in which empathy plays a complete-mediated role in hospital satisfaction are reliability and responsiveness, and the potential variables that play a partial-mediated role are guaranteedness and assurance. Conversely, growth potential does not play a mediating role in hospital satisfaction, it only has a direct effect. Conclusions: This implies that no matter how good the quality of service inside the hospital is, in order to be connected to hospital satisfaction, a synergy will occur when there is sufficient mutual consensus between the internal customers of the hospital or between the internal customers and the external.

The purpose of this study is to identify the structural relationship environmental clues of bakery cafe, service encounter, internal response and behavior intention. This study conducted survey using the judgement sampling method among the non-probability sampling methods. To accomplish the study purpose, this study distributed questionnaires to customers using bakery café located in Seoul, Gyeonggi, and Incheon regions. The verifications from hypothesis 1 to hypothesis 7 were as follows. First, the hypothesis 1 of “Environmental clue will have positive influence on internal response” was adopted. Secondly, the hypothesis 2 of “Service encounter will have positive influence on internal response” was adopted. Third, the hypothesis 3 of “Environmental clue will have positive influence on behavior intention” was rejected. Fourth, the hypothesis 4 of “Service encounter will have positive influence on behavior intention” was rejected. Fifth, the hypothesis 5 of “Internal response will have positive influence on behavior intention” was adopted. Sixth, the hypothesis 6 of “Environmental clue will have positive influence on behavior intention through internal response” was adopted. Seventh, the hypothesis 7 of “Service encounter will have positive influence on behavior intention through internal response” was adopted. In integrating the theoretical and practical implicants from the study results, there are two key points. First, service encounter had greater influence on behavior intention than environmental clue. Secondly, behavior intention is depending on enhancing the internal response.

내부시장지향성의 목적이 내부고객만족을 통해 종업원의 바람직한 시장지향적 행동을 창출하기 위한 것이므로 내부마케팅의 성과는 서비스품질과 고객만족에 긍정적으로 영향을 미칠 수 있어야 한다. 이 연구는 내부시장지향성과 시장지향성의 관계를 바탕으로 충분한 실증연구가 수행되지 않아 논란이 되고 있는 문제들과 관련하여 첫째, 내부시장지향성과 시장지향성의 관계에서 내부고객만족의 역할, 둘째, 시장지향성과 내부고객만족이 외부고객이 지각하는 서비스품질과 만족에 미치는 영향을 분석하여 이론적․관리적 시사점을 제안하였다. 이를 위해 서비스제공자인 내부고객과 서비스수혜자인 외부고객을 쌍으로 하여 설문조사가 수행되었다(dyadic research). 분석결과 내부시장지향성이 시장지향성에 직접 영향을 미치지 않고 매개변수인 내부 고객만족을 통해 시장지향성에 긍정적으로 영향을 주고 있었으며, 시장지향성은 서비스품질을 매개로 하여 외부고객의 만족에 이르게 된다는 것을 발견하였다. 또한 내부고객만족과 외부고객만족은 유의한 관련성이 있는 것으로 나타나 고객만족을 달성하기 위해서는 먼저 내부고객만족이 선행되어야 함을 제시하였다. 이 연구는 내부마케팅의 성과가 외부마케팅 성과로 어떻게 연결되는지에 관한 실증연구라는 점에서 의미를 찾을 수 있으며, 선행연구에서 명확히 밝혀지지 않은 논란들에 관한 추가적인 시사점을 제안할 수 있었다

Internal marketing orientation is an area within the broader market orientation that remains relatively under-researched. An internal market orientation (IMO) is a philosophy for satisfying and motivating employees as internal customers to create organizational performance. It is on the belief that satisfied and motivated employees are essential if customers are to be satisfied. This paper examines the impact of internal market-orientation on market orientation (MO) and consequently organizational external performance. In this paper, the impact of internal market orientation on external market orientation was considered with the mediating effect of internal customer satisfaction (ICS) and consequently organizational performances perceived service quality (SQ) and external customer satisfaction (CS). Lings and Greenley (2009) provided the first quantitative evidence to support the long held assumption that internal marketing has an impact on marketing success. This study is to get more useful knowledge on the relationship between internal marketing and external marketing performance. In order to specify their strong relationship between two major components (internal marketing and external marketing performance) in our model, we considered five main factors (IMO, MO, ICS, SQ, and CS) and developed hypotheses. The purposes of this research were first, this study examined the role of IMO in developing an MO. This study focused on the concept of IMO and how it affects MO and ICS. Specifically, our research had a concern about whether ICS influences the MO directly or indirectly. Second, we tried to investigate how ICS and MO affect to SQ and CS as consequent performances. In order to achieve these purposes, we gathered data which composed of 117 pairs from H company’s employees (external customers or service beneficiary) as organizational buyers and the employees of corporative firms (internal customer or service providers) of H company were analyzed using structural equation modeling employing LISREL. There are two main results. First, MO wasn’t influenced by IMO directly, but IMO has an effect on ICS. This data indicates that the effect of IMO on MO is mediated by ICS. These results were similar results with Lings (2004) rather than Lings and Greenley (2009) who insisted on direct effect between IMO and MO. There is another difference between our study and Lings and Greenley (2009). Our study support previous researches arguing that internal marketing make their employees motivated to behave market orientation (Mohrw-Jackson, 1991). Lings and Greenley’s study revealed that employee motivation didn't influence their MO behavior. In the logical point of view, however, the result of our study is valid evidence rather than Greenley’s study, since motivation is a group of phenomena which affect the nature of an individual's behavior, the strength of the behavior, and the persistence of the behavior. In order to solve this discrepancy, more future empirical research to examine extended model is needed. Second, our results also support previous findings indicating a positive impact of MO on SQ which impact customer satisfaction. Moreover, the effect of MO on CS is mediated by perceived service quality. This kind of study is not rare, but confusing of the mediating effect of SQ to CS is remained. Our research had a little contribution to provide empirical evidence on the role of SQ on CS in the dyadic framework which was one of the main contributions of this study. Some research domain is studied dyadic framework such as measuring effects of internal marketing on the performance of external marketing. The core limitation of this study was sampled from only one company case which makes matter of generalization and difficulty of solid insistence of the results. The future research should have concern about expanding the idea of this study and should get rid of sampling matter by extracting from various types of companies.

[목적] 국내골프장에서 제공하는 내부마케팅 요인과 관련하여 종사원들이 자각하는 내부마케팅이 서비스몰입 및 조 직신뢰에 어떠한 영향을 미치는지에 대한 분석을 규명하는데, 그 목적이 있다. [방법] 본 연구의 목적달성을 위해 서 울, 경기에 있는 골프장 15군데의 종사원을 대상으로 골프장 내부마케팅이 서비스몰입 및 조직신뢰에 긍정적인 영향 관계가 있을 것이라는 가정 하에 연구 모형을 설정하였다. [결과] 도출된 결과를 살펴보면 첫째, 국내골프장 내부마 케팅은 서비스가치의 하위요인인 내부커뮤니케이션, 보상시스템, 권한위임에 유의한 영향을 미치는 것으로 나타났 다. 둘째, 국내골프장 내부마케팅은 직무몰입의 하위요인인 내부커뮤니케이션, 권한위임에 유위한 영향을 미치는 것 으로 나타났다. 셋째, 국내골프장 내부마케팅은 조직신뢰의 하위요인인 권한위임, 내부커뮤니케이션, 보상시스템에 유의한 영향을 미치는 것으로 나타났다. [결론] 연구결과를 통하여 골프장 종사원들의 만족은 골프장 경영의 매출과 도 직결되기 때문에 무엇보다 내부마케팅을 통하여 종사원들이 무엇을 원하고 발전해 나가야 하는지에 대한 내부마 케팅에 많은 노력을 기울어야할 것이라 사료된다.

[Purpose] The purpose of this study was to identify how internal marketing that employees are aware of in relation to internal marketing factors provided by Korean golf clubs affect on service involvement and organizational trust. [Method] To achieve the purpose, a research model was established on the assumption that the internal marketing of golf courses will have a positive influence on service involvement and organizational trust. And the questionnaires were given out to employees in 15 golf courses. [Result] First, the internal marketing of golf club had partially positive influence on service value. Second, the internal marketing of golf club had partially positive influence on work involvement. Third, the internal marketing of golf club had partially positive influence on organizational trust. [Conclusion] The research showed that satisfaction of golf course workers is directly related to the sales of golf course management, it is believed that a lot of efforts should be made to internal marketing on what employees want and should develop through internal marketing.

본 연구는 골프장 서비스품질 중 인적서비스 품질의 하나인 캐디의 내, 외적 서비스 품질에 대한 소비자의 인식을 분석하고, 구전의도 및 재방문 의도에 미치는 영향을 분석하였다. 본 연구의 대상은 골프경력 1년 이상 고객 각 100명씩 총 400명을 대상으로 하였고 48부를 제외한 352부(유효표본 88%)를 최종분석에 사용하였다. 모든 자료 분석의 유의 수준은 ɑ=.05 수준으로 하였고 빈도분석(frequency analysis), 탐색적 요인분석(factor analysis), 신뢰도 분석 (reliability analysis), 상관관계분석(correlation analysis), 다중회귀분석(multiple regression analysis)을 실시 하였다. 이를 통해 도출된 결과는 다음과 같다. 첫째, 골프장 캐디의 내적 서비스품질의 모든 요인은 구전의도에 영향을 미치지 않는 것으로 나타났으며, 둘째, 골프장 캐디의 내적 서비스품질은 재방문의도에 클럽추천과 측정이 영향을 미치 는 것으로 나타났다. 셋째, 골프장 캐디의 외적 서비스품질은 모든 요인에서 구전의도에 미치지 않는 것으로 나타났으 며, 넷째, 골프장 캐디의 외적 서비스품질은 재방문의도에 언어구사, 외형, 문제대처가 영향을 미치는 것으로 나타났다.

The purpose of this study was to analyze the consumer 's perceptions of the internal and external service quality of caddy, which is one of the quality of service, The subjects of this study were 400 golfers who were over 20 years old, using golf driving range in Seoul metropolitan area. The sampling method was convenient sampling, and questionnaires were prepared through self-administration. First, after receiving cooperation and permission for the contents of the questionnaire, three researchers, who were educated in advance with the researcher, visited each golf driving range and collected the questionnaire. Of the collected questionnaires, 352 (88%) were used for the final analysis, except for 48 cases that were deemed unfaithful. The results are as follows. First, all the factors of internal service quality of golf course caddies did not affect word-of-mouth intention. Second, the internal service quality of golf course caddies showed that club recommendation and measurement had influence on the revisit inquiry. Third, the external service quality of the golf course caddy did not reach to the word of mouth intention in all factors. Fourth, the external service quality of the golf course caddy showed the influence of language skill, appearance and problem coping on the revisit inquiry.

This paper reviewed the relationship among internal marketing, service quality and customer satisfaction, and the mediating effect of service quality. Based on the responses from 163 hotel employees and 489 customers who encountered them, the results of hierarchical regressional analysis showed that all internal marketing factors have positive relationships with service quality, and service quality has positive relationship with customer satisfaction. Also, service quality has mediating effect between four internal marketing factors(education, compensation, delegation of authority, and internal communication) and customer satisfaction.

This study empirically analyzes the effect of festival servicescape and festival human service quality perceived by local festival tourists on the internal reactions and behavioral intention of tourists. It is to improve the intention of action by improving the level of action. This study used 200 questionnaires except 10 questionnaires which collected 210 questionnaires of tourists who participated in the festival at the Buan Masil Festival in 2019. The frequency analysis, validity, reliability analysis, and multiple regression analysis were performed using the social science statistical analysis program 20.0 (StatisticsPackage for Social Science 20.0). First, the informationality, spatiality, and recreationality among the factors of the festival servicescape were analyzed to have a significant influence on the cognitive and emotionality of internal reactions. Second, the kindness, reliability, and professionalism of the festival's human service quality had a significant effect on both the cognitive and emotional aspects of internal reactions. Third, information, space, entertainment and convenience among the factors of the festival servicescape were found to have a significant effect on behavioral intention. Fourth, kindness, credibility, and professionalism among the factors of festival human service quality had a significant effect on behavioral intention. Fifth, internal response was found to have a significant effect on behavioral intention. Competition for local festivals is fierce, and efforts are being made to increase the intentions of festival tourists to revitalize the economy. The rssults of the study show that At local festivals, the kindness of the officials involved in the festival is paramount. Festival planning, operation management, and kind education are required to satisfy tourists who participated in the festival, and information space and convenience facilities for enjoying the festival should be continuously expanded to reflect from the festival planning.

본 연구의 목적은 의료서비스교육의 내부고객만족과 고객지향성에 관한 선행연구를 바탕으로 교육 만족에 영향을 줄 수 있는 교육 내용, 교육 목적, 교육 시설, 교육 분 위기에 관하여 제안하였다. 그리고 교육의 결과로 발생할 수 있는 내부고객만족과 고 객지향성과의 관계성을 파악하였다. 연구방법으로는 연구주제와 관련된 문헌연구를 통하여 의료기관 직원의 의료서비스교육, 내부고객만족, 고객지향성에 관해 살펴보고 각 요인변수들의 특성을 체계화·객관화하기 위하여 연구주제에 대한 실증적 연구의 틀을 설정하였다. 가설의 검증을 위하여 구조방정식 모형분석을 실시하였다. 실증분 석 결과, 의료서비스교육이 내부고객만족에 긍정적인 영향을 미치는 것으로 나타났 다. 또한, 의료서비스교육이 고객지향성에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 내부고객만족이 고객지향성에 긍정적인 영향을 미치는 것으로 나타났다. 결론에서는 연구결과의 의미를 정리하고 이 연구가 지니고 있는 시사점과 한계 및 향후 연구 과제를 기술하였다. 본 연구는 서비스 산업 중에서 의료기관 직원을 대상 으로 실증적 연구를 진행하였다. 따라서 향후 다양한 의료 산업체를 대상으로 하는 서비스교육에 관한 연구가 심도 있게 진행되어야 할 것이다.

This study aims first to examine the preceding study on the medical service education of internal customer satisfaction and the orientation of customers, and then, based on the suggested problems, to study on the medical service education of service education such as the contents, aims facilities, and environment of education satisfaction. Also it studied the relationship to the internal customer satisfaction and the orientation of customers that could be resulted from the satisfaction of education. As a research method, after searching the medical service education of medical institutions employees, internal customer satisfaction and the orientation of customers of medical through the study of literature related to the subject of our study, I established a framework of empirical research about the subject in order to systematize and objectify the characteristics of each factor variable. Also for the verification of I used a structural equation model analysis. The results medical service education of internal customer satisfaction have a positive influence. In conclusion, I arranged the meaning of the study results and described the suggestive points, the limitation of this study, and problems to be studied in the future study. The most basic problems of service education comes from the lack of consciousness about education, so that some cognitive change of medical institutions employees must be preceded. This study has practiced an empirical study for employees of medical institutions among many service industries. In the future study, a study of service education for the many service industries besides medical institutions must be practiced in depth.

Competition to attract customers to the increase of the golf club, but the less people enjoying golf for a variety of issues, including the economic downturn, so golf is going deepened. Therefore, the local golf club is faced with the difficulty of management. In the case of the golf club human resource is the most important factor, because it has a high labor intensive nature of the industry as a type of facilities and services on the basis of intangible human resources. In this paper, to confirm the internal marketing activities and internal service quality, basic premise is that for an external customer satisfaction, internal customer satisfaction should be preceded, and try to analyze these execution factors on job satisfaction and customer orientation, either directly or indirectly affected. The empirical results, the management support in the internal marketing activities were the factors affecting the intrinsic job satisfaction, and the internal service quality were factors affecting employees of the intrinsic job satisfaction and extrinsic job satisfaction.