직업무용단의 내부마케팅이 조직몰입 및 직무만족에 미치는 영향

Abstract

This research studied the effect of the internal marketing of dance company on organizational commitment and job satisfaction and use the results to provide information useful for operation of dance company in order to enhance service quality to improve customer satisfaction. A questionnaire survey was conducted on the members of dance company working for local dance companies in the region. The survey was conducted on a total of 376 people to collect data on demographic characteristics, internal marketing, organizational commitment and job satisfaction. A total of 34 surveys were omitted from the sample and 342 samples were used to perform frequency analysis, factor analysis, reliability analysis,, correlations analysis and multi-variate regression analysis. The following conclusions were obtained as a result of above research method and analysis. First, internal marketing had significant influence on organizational commitment. Second, internal marketing significantly affected job satisfaction. Third, organizational commitment significantly affected job satisfaction. In conclusion, the research showed that internal marketing of dance company affected organizational commitment and job satisfaction. The results suggest that there is a need for reinforcing internal marketing strategy for dancers in order to improve customer satisfaction and service quality. Therefore, dance companies are encouraged to continue to motivate their dancers and provide useful information to build a better working environment.