Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Apparel Stores' Internal Marketing and Internal Customer Relationship Management on Employees' Attitude toward Change

의류전문 점포에서 내부마케팅과 내부고객관계관리가 종업원들의 변화에 대한 태도에 미치는 영향

  • Row, Young (Dept. of Clothing & Textile, Hanyang University) ;
  • Park, Jae-Ok (Dept. of Clothing & Textile, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textile, Hanyang University)
  • 노영 (한양대학교 의류학과) ;
  • 박재옥 (한양대학교 의류학과) ;
  • 이규혜 (한양대학교 의류학과)
  • Published : 2007.03.31
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Abstract

Due to the recent trend of relationship marketing and characteristics of the apparel retail industry that relys heavily on employees' performance, internal marketing toward the employees gives a critical influence on firms' overall performance. This study is aiming at the factors of internal marketing and relationship management that enhance positive attitude toward change. A survey questionnaire was developed and about two hundreds department store sales staffs working for apparel brands participated in the empirical study. Factor analysis ensured the existence of five aspects of internal marketing: educational training, internal communication, power endorsement, management capability and incentive system. Results indicated that age, marital status, years of employment, position rank, and salary types of salespersons had significant influence on internal marketing factors. Incentive system had significant influence on internal customer relationship management. Internal customer relationship management had significant impact on employees' attitude toward change. Educational training had significant influence on employees' perceived importance of change. Educational training, power endorsement and incentive system affected employees' perceived outcome of change.

Keywords

References

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