직영판매점과 대리점의 내부마케팅 효과성에 관한 비교연구 - 국내 자동차 판매점을 대상으로 - (Effectiveness of Internal Marketing between Direct Management Stores and Dealerships of Automobiles)

서지정보

· 발행기관 : 한국무역연구원
· 수록지 정보 : 무역연구 / 10권 / 6호 / 505 ~ 521페이지
· 저자명 : 윤철호, 최동오, 서유황

초록

This study compared and analyzed the effectiveness of internal marketing activities of directmanagement- stores and dealerships of automobile. For the comparative analysis, this studyproposed the basic research model that the major components of internal marketing, that is,internal communication, delegation of authority, the education and training, reward system,and management support affect customer orientation and turnover intention. An empiricalcomparative analysis was performed through path analyses using structural equationmodeling (SEM) via PLS. Valid data were obtained from a total of 355 car salespeople whoengage in direct management stores and dealerships.
Results showed that the effects of internal marketing components are distinctly different indirect management stores and dealerships. The internal communication, education andtraining internal marketing components indicated significant impact on customer orientationin the direct management stores, but the delegation of authority represented significant impacton the customer orientation in the dealerships. In addition, education and training internalmarketing components played an essential part in reducing turnover intention of the employeesin direct management stores, while internal communication and management support wereimportant in reducing turnover intention among the employees of the dealerships.
These findings provide strategic guidelines for managers in executing their internalmarketing activities in companies which operate plural distribution channels, such as cardealerships.

영어초록

This study compared and analyzed the effectiveness of internal marketing activities of directmanagement- stores and dealerships of automobile. For the comparative analysis, this studyproposed the basic research model that the major components of internal marketing, that is,internal communication, delegation of authority, the education and training, reward system,and management support affect customer orientation and turnover intention. An empiricalcomparative analysis was performed through path analyses using structural equationmodeling (SEM) via PLS. Valid data were obtained from a total of 355 car salespeople whoengage in direct management stores and dealerships.
Results showed that the effects of internal marketing components are distinctly different indirect management stores and dealerships. The internal communication, education andtraining internal marketing components indicated significant impact on customer orientationin the direct management stores, but the delegation of authority represented significant impacton the customer orientation in the dealerships. In addition, education and training internalmarketing components played an essential part in reducing turnover intention of the employeesin direct management stores, while internal communication and management support wereimportant in reducing turnover intention among the employees of the dealerships.
These findings provide strategic guidelines for managers in executing their internalmarketing activities in companies which operate plural distribution channels, such as cardealerships.

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