본 연구는 헤어미용실 종사자의 개인특성에 따른 서비스지향성의 차이를 규명하고, 서비스지 향성에 영향을 미치는 헤어미용실의 내부마케팅 요인을 규명하는 것이 목적이다. 하고자 하였다. 연구방 법으로서 실증적 연구를 위한 설문지는 경남의 헤어미용실 종사자로부터 수집하였고, 수집된 설문지를 IBM SPSS Statistics 26을 통하여 분석한 결과는 다음과 같다. 첫째, 헤어미용실 종사자의 개인특성에 따른 서비스지향성의 차이를 분석한 결과, ‘40대 이상’ 집단과 ‘근무기간 10년 이상’ 집단이 다른 집단 에 비해 서비스지향성이 통계적으로 높게 나타났다. 둘째, 내부마케팅과 서비스지향성의 인과관계를 분 석한 결과, 내부마케팅 중에서 복지후생, 보상시스템, 교육훈련 등이 각각 서비스지향성에 통계적으로 영향을 미치는 것으로 나타났고, 특히 보상시스템이 서비스지향성에 가장 강한 영향을 미치는 것으로 나 타났다. 따라서 헤어미용실 종사자의 개인특성을 고려한 내부마케팅 활동을 통하여 고객에 대한 서비스 지향성을 향상시켜야 한다. 서비스지향성의 향상은 고객의 재이용의도를 의미함으로 궁극적으로는 헤어 미용업체의 경영성과가 더욱 향상될 수 있음을 시사한다.

Despite the longevity and popularity of the Internal marketing (IM) in the service literature, its structure is yet unclear (Ballantyne, 2003; Huang & Rundle-Thiele, 2015; Qaisar & Muhamad, 2021; Tsai & Tang, 2008). The literature on Employee Engagement (EE) explains the employees’ emotional commitment and their psychological presence in their job and organization, but it lacks of a concurrence regarding its definition and its measurement (Kossyva et al., 2022). Despite the importance and dynamism of the Higher Education (HE) sector, there is only scant research data of IM and EE in HEIs (Tsarakhova & Kabanov, 2020; Vel et al., 2019; Vieira-dos Santos & Gonçalves, 2018; Yildiz & Kara, 2017).

This study examines the relationship between the internal communication and nine dimensions of Internal Marketing and their interconnection to shape the conditions for the job satisfaction. The paper utilizes the mixed method. Data were collected from six Public Universities in Greece and in Cyprus. Findings are presented and results are discussed.

Corporate social responsibility (CSR) is viewed as an internal marketing strategy (Bhattacharya, Sen, & Korschun, 2007; Shabnam, & Sarker, 2012). Research indicate that CSR implementation has a positive impact on employees, and enhance working satisfaction, corporate identity and organizational commitment （Koh and El’fred, 2001;Valentine et al., 2006; Martinez & Rodríguez del Bosque, 2013; Lee, Song, Lee, Lee, & Bernhard, 2013）. However, some studies suggest that CSR will not directly influence employee, related mediating factors and moderating factors need to be more discussed. The study apply regulatory focus theory as a framework for explaining moderator effect of promotion and prevention focus on employee perceived CSR and working satisfaction, organizational identity and trust. Promotion focus means that employees consider CSR promoting a better society and environment, and prevention focus represent CSR is for preventing falling behind industry, and public criticism. A questionnaire survey was employed in hospitality industry, questionnaire is design based on related literature (VandeWalle, 1997; Higgins et. al., 2001; Craig et.al., 2009; Huimin, & Ryan, 2011; Martínez, Pérez, & Rodríguez del Bosque, 2013; Paek, Xiao, Lee & Song, 2013; Fu, Ye & Law, 2014). And five subscales are contained in the questionnaire, including perceived CSR、regulatory focus、 working satisfaction 、organizational commitment and organizational trust. To analyse the reliability and validity of the questionnaire, a pilot study was conducted in September 2017. 120 questionnaires were collected, 105 valid questionnaires were subjected to a preliminary analysis, the official investigation was conducted during January and February in 2017. 450 questionnaires were distributed, and 389 valid questionnaires were collected, a recovery rate of 86.4%. A significant partial correlation was found between perceived CSR and working satisfaction(ΔR2=.31, p<.000)、organizational commitment (ΔR2=.22,p<.000) and organizational trust (ΔR2=.27, p<.000). Hierarchical regression analysis was further used to estimate moderation effect of regulatory focus, the study find that moderation effect on the relationship between CSR and and working satisfaction(ΔR2=.02, p<.01)、organizational commitment (ΔR2=.06, p<.01) and organizational trust (ΔR2=.06, p<.01). The research finding shows that working satisfaction, organizational commitment and organizational trust are more influenced by the organization's CSR implementation while employees have positive interpretation and recognition of CSR. Therefore, the organization should fully communicate about the purpose and value of CSR, so that employees can identify with and support the organization's CSR, and then CSR can achieve the function of internal marketing. If employees think that the organization's implementation of CSR is only an obligation or only satisfies the social perception, there may be less positive impact of CSR on employees. Regulatory focus theory is suggested to apply on future consumer study.

The article empirically examines the practice of internal marketing based on a case study of an advertising agency. To this end, explaining the significance of internal marketing for the success of external marketing and the concept of internal marketing, the article reports research findings which link theory and practice.

This research tends to answer the following question: How do multinational corporations transmit their service brand to the local employees of the host country? Service brand has been discussed from the point of internal marketing, which ensures that employees can demonstrate the authentic value of the service brand in their attitudes and behaviors. However, when a corporation attempts to transmit the service brand across borders, there needs to be a balance between globalization and localization. This research intends to build a systematic internal marketing mechanism from the viewpoint of internal marketing, international service branding and subsidiary brand-specific transformational leadership. This study uses both qualitative and quantitative methods to conduct an in-depth case study and questionnaire survey. This research provides the following theoretical and managerial contributions. Firstly, it proposes a systematic internal marketing mechanism to transmit the service brand across international borders. This includes a brand-specific leadership with cultural sensitivity, a brand norm positively led by the leader and an organizational learning system, which influences the practice of the brand norms. Secondly, in order to transmit the international service brand successfully, this paper argues that subsidiaries’ leaders should have cultural sensitivity and demonstrate a brand-specific transformational leadership style. Thirdly, the paper finds and verifies that brand-specific transformational leadership has a positive effect on the brand norms and organizational learning, which in turn affect employee brand behavior and attitude toward the company’s core brand value. Managerially, the systematic internal marketing mechanism developed by this research can enlighten those service companies who intend to expand their international scope and ascertain their service brand value is transmitted accurately and executed locally.

The need for a co-alignment between internal and external marketing has largely been discussed in the literature. In an attempt to increase the conceptual and empirical body of knowledge, the present study follows a systematic presentation of balanced market orientation. After a brief literature review, it tackles research gaps building on theoretical hypotheses. An empirical examination based on 217 questionnaires, addressed to hotel managers, illuminates the role of culture in this context. Results unveil a significant positive relationship between internal marketing, market orientation and firm performance, irrespective of the underlying culture. Opting for a balanced market orientation, hotel managers gain particular insight into its principal axes and their interrelationships in practice.

This paper reviewed the relationship between internal marketing(management support, education, pay system, internal communication, employment security) and food safety climate(prevention, superior attitude, work condition), and the moderating effect of employment type(permanent or temporary employees) in food service company. Based on the responses from 304 responses, the results of hierarchical multiple regression analysis showed that 4 factors(management support, education, internal communication, employment security) effect positively on food safety climate(prevention, superior attitude, work condition). The positive effect of internal communication on superior attitude and work condition appeared to be more positive in permanent employees than in temporary employees. And the results of t-test analysis showed that permanent employees perceived more positively all internal marketing factors(management support, education, pay system, internal communication, employment security) and food safety climate(precaution, superior attitude, work condition) than temporary employees.

This paper reviewed the relationship between internal marketing and incremental innovation, and the moderating effect of firm size. The results of hierarchical multiple regression analysis, based on the responses from 322 employees in small business, showed that almost internal marketing factors effects positively on incremental innovation. All internal marketing factors(CEO support, compensation system, education & training, internal communication, authority delegation) appeared to be related positively with process innovation and service innovation. And all other factors(compensation system, education & training, internal communication, authority delegation) except CEO support showed to have positive relationship with operation innovation. In the moderating effects, internal communication effects more positively on incremental innovation in large firm-size than in small firm-size. But delegation effects more positively on incremental innovation in small firm-size than in large firm-size.

This study examines the impact of the perception that employees of contract foodservice management companies have of internal marketing on service quality. Questionnaires were delivered to 291 employees employed in foodservice management companies. High perception item of internal marketing was 'value of formula education program' (3.36 points), whereas 'adequate allowance disbursement' (2.62 points) and 'various vacation benefits' (2.66 points) scored low. High service quality items for customers were 'kindness to customers' (3.89 points) and 'willingness to help customers' (3.89 points), whereas 'comprehension of customers' special requests' (3.63 point) and ['meeting customer expectations'] (3.64 points) scored low. The internal marketing conceived by employees of contract foodservice management companies has a positive influence on service quality. The most influential internal marketing variable to affect service quality was 'communication' followed by 'education/environment' and 'fringe benefits/[decisive] delegation'.

The principal objective of this study was to determine how the internal marketing of the contract foodservice management company affects job satisfaction and organization immersion, as well as the influence of the satisfaction of internal customers (employees) has on job satisfaction and organization immersion, and the function as a preceding variable that improves service quality. T-test, ANOVA, and linear regression analysis was conducted to analyze the hypotheses of the study. The summary of study as per the result of this corroborative study is presented as follows: It was verified that internal marketing affects organizational immersion and the job satisfaction of employees, and job satisfaction plays a crucial role in organizational immersion. Moreover, it was also confirmed that the higher the internal marketing is, the higher the job satisfaction and organization immersion will be, thereby improving the service quality provided by employees. If enterprise regards employees as internal customers and constantly and efficiently conducts internal marketing activities such as internal communication, training, welfare, compensation, delegation of power, supporting the management, etc, the organizational immersion and job satisfaction of employees will be heightened, thereby enhancing loyalty and pride in the organization to provide services with better quality.

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.