Department of Sports Convergence Technology, Sangmyung University, Seoul, South Korea.
Department of Physical Education, Chung-ang University, Seoul, South Korea.
PLoS One. 2023 Aug 10;18(8):e0286021. doi: 10.1371/journal.pone.0286021. eCollection 2023.
With the concept of "healthy lifestyle" deeply rooted in people's minds, the sports service industry is thriving, which has resulted in intense competition. The sports service industry must improve its service quality to be competitive. Customer orientation is the key factor for enterprises to gain competitive advantage. With the in-depth understanding of internal marketing in the service industry. Managers have realized that treating employees as internal consumer is a good way to improve their satisfaction and gain customer orientation. However, what internal marketing strategies will have a positive effect on internal consumer satisfaction and customer orientation of private-owned sports center employees are still unclear. In this investigation, a total of 326 employees from the private-owned sports center were used to investigate the effects of internal marketing strategies on internal consumer satisfaction and customer orientation. All employees were asked to complete a questionnaire on 5-point scale. A path model was used to investigate the direct and indirect effects of hypothetical measurements on internal consumer satisfaction and customer orientation. The findings suggested that internal communication, administrative support, and educational training were important factors affecting internal consumer satisfaction and customer orientation. We concluded that the implementation of internal marketing strategies could improve internal consumer satisfaction and customer orientation, and higher levels of internal consumer satisfaction will encourage employees to have higher degrees of customer orientation. Therefore, the implementation of internal marketing strategy was beneficial to the development of private-owned sports centers.
随着“健康生活”理念深入人心，体育服务业蓬勃发展，竞争激烈。体育服务业必须提高服务质量才能具有竞争力。以客户为导向是企业获得竞争优势的关键因素。随着服务行业内部营销的深入理解，管理者已经意识到将员工视为内部消费者是提高员工满意度和获得客户导向的好方法。然而，哪些内部营销策略对私营体育中心员工的内部消费者满意度和客户导向有积极影响仍不清楚。在这项调查中，共有 326 名私营体育中心的员工接受了调查，以调查内部营销策略对内部消费者满意度和客户导向的影响。所有员工都被要求在 5 点量表上完成一份问卷。路径模型被用来调查假设测量对内部消费者满意度和客户导向的直接和间接影响。研究结果表明，内部沟通、行政支持和教育培训是影响内部消费者满意度和客户导向的重要因素。我们得出结论，实施内部营销策略可以提高内部消费者满意度和客户导向，较高的内部消费者满意度将鼓励员工具有更高的客户导向。因此，实施内部营销策略有利于私营体育中心的发展。
