카지노 직원의 내부마케팅이 태도에 미치는 영향에 관한 연구

Abstract

A keen competition in global business environment, it is unavoidable to maintain competitive advantage and in order to achieve this, strategic management is critical tool to satisfy consumer needs. This research will analyze the casino's employees duty awareness and its effect within internal marketing acknowledge, and the effect that can be created within employees' job satisfaction and intention of job alteration. Jeju Special Self-Governing Province area's casino and its employees will be the example of this research. In other words, this research will analyze the ratio of job satisfaction within this casino's employees and internal marketing relationship. The focused result will explain the actual application for human resource administration. Here are detail purposes of this research. First, understanding of theoretical consideration of job awareness, internal marketing, job satisfaction, and job alternation. Second, through advanced research, it sets up the research model and hypothetic, which analyze the actual effects of casino employees' job awareness and acknowledgement. Third, this research will explain the implication of effective human resource administration by figuring out the actual relationship between employee's duty awareness, internal marketing, job satisfaction, and job alternation. This research will cover the theoretical examination by providing hypothetical setting of casino business, internal marketing, job awareness and job satisfaction. The actual research with hypothetical examination's data was provided with 3 hotels located in Jeju, they are currently in charge of sales, dealer, and management regardless of sex by filling out survey. This research is based on a preliminary survey, got help from person in charge in order to create the sample and distributed during September 19, 2011 to October 7, 2011. This research used a combination technique of interview and survey. 300 surveys were distributed, collected 208(69.3%) surveys back, but exclude insincere surveys, there are 197 surveys were used for actual data. Collected data went through the date coding process, and analyzed by SPSS/WIN 18.0 statistic program. Here is detail information of analysis. First, frequency analysis was used for demographic characteristics. Second, to verify model, cronbach' α was analyzed and exploration of key causation was applied. Third, Pearson correlation analysis was used to figure out correlation between variations. Fourth, discriminant analysis was used for job awareness model. Fifth, individual model t was used to verify the difference between job awareness and its internal marketing acknowledgement. Sixth, multiple returning analysis was used to verify the internal marketing and its effect toward job satisfaction and job alternation. This research's model is based on hypothetical setting, and the results are followed. First, higher awareness of job caused higher acknowledgement of internal marketing. Second, there was a positive relationship with job satisfaction with marketing's educational training, employment safeties, supporting business management, and reward system was highly involved with internal marketing. But internal communication was not showing meaningful relationship with job satisfaction, only partly used with hypothetic. Third, partial hypothetic was used to verify reward system, internal communication, and employee safeties were implied to job alternation. Here are considerations based on this research's result. First, this research proves that internal marketing can be applied for casino business by analyzing the effects for educational training, supporting business management, and employment safeties toward job satisfaction and job alternation. Also, job satisfaction is a serious consideration for operational level. Within internal marketing, educational training was highly involved with job satisfaction and job alternation because of a awareness of specialties and service acknowledge education is critical factors for casino business. Second, internal communication and reward system is still apart of internal marketing but not very effective to ward job satisfaction and job alternation because of lack of expression toward upper management, and channel of suggestion is blocked. Also, fair performance appraisal is not fully satisfied with appropriate reward; this shows that reinforcement is necessary. Third, consumer satisfaction comes from relationship between consumer and employees are critical in service industry. The satisfied internal consumers can be effective to external consumers. This proves that it is important to develop internal organization to affect external organization from company's perspective. For hotel casino, it is necessary to apply internal marketing concept to fulfill employees' job satisfaction and decrease the willingness of job alternation in order to satisfy internal consumers and external consumers. Fourth, the importance of job awareness was verified throught his research. It affects the entire service coming out from casino employees with higher job awareness. This research also proves that employees with lower self-esteem toward their job showed low rate of satisfaction of internal marketing provided by casino. Employees with higher self-esteem toward their job showed relatively high satisfaction with internal marketing. This is an important fact for casino manager that it is critical to develop a training program that can increase the proudness of casino duties and job awareness. This research also covered some limitation of internal marketing with casino business. It is hard to apply all casinos are located in Korea because survey was mainly focused on limited hotel casinos which was in Jeju. The sample size is not gigantic enough to make this generalized this research's result. Here are the suggestions based on this research. This research is focused on voluntary job alternation, so all of unexpected circumstances are excluded. There is currently more irregular job position compared to the regular job position. Difference in social standing such as irregular position, intern, or part-timer can create another impact on job awareness. Therefore, more specific research is necessary in future. Thank you.