| 정보통신 분야 종사자의 내부마케팅노력이 서비스품질에 미치는 효과 |
| 안관영, 박노국 |
| 상지대학교 |
| The Relationship between Internal Marketing and Service Quality in Telecommunication Sector |
| Kwan-Young Ahn, Rho-Gook Park |
| Sangji University |
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| ABSTRACT |
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This paper is to investigate the relationship between international marketing and service quality, and the moderating effect of gender in that relationship. The data to make an empirical analysis were gathered from 269 workers in telecommunication sector. Multiple regression analysis revealed that (1) education was positively related with tangibility, reliability, responsiveness, empathy, assurance, and (2) internal communication was positively related with tangibility, reliability, responsiveness, assurance, and (3) delegation of authority was positively related with assurance. Hierarchical multiple regression analysis revealed that (4) compensation was more positively related with reliability in woman, and (5) employment security was more positively related with assurance in man. |
| Key Words:
International Marketing;Service Quality;Gender;Moderating Effect; |
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