직무만족과 고객지향성이 직무성과에 미치는 영향: 주얼리 제품 판매사원을 대상으로

초록

The objectives of this study were to identify effects of internal marketing of jewellery brand on job satisfaction, organizational trust, customer orientation, and job performance of sales staffs. Especially, Job satisfaction, organizational trust and customer orientation were verified by the sales career identified with respect to the effects of the moderating variable in relation to job performance. We administerd a survey with were collected from 244 employees working in the jewellery brand 'J.ESTINA'. The results of this study are as follows. First, internal marketing(communication, education, compensation, authority) had a positive effect on the job satisfaction. Second, internal marketing(compensation, authority, management) had a positive effect on the organizational trust. Third, internal marketing(communication, education, authority) had a positive effect on the customer orientation. And finally, the results indicate that the sales career showed its moderating effects on only the relationship between job satisfaction and customer orientation and job performance. Theoretical and practical implications, and limitations of this study were discussed.

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