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Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center

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...

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Detalles Bibliográficos
Autores principales: Xu, Shi Qi, Zhou, Lian, Kim, Seong Hun, Chung, Dong-Hwa, Li, Zhen
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10414590/
https://www.ncbi.nlm.nih.gov/pubmed/37561768
http://dx.doi.org/10.1371/journal.pone.0286021
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author Xu, Shi Qi
Zhou, Lian
Kim, Seong Hun
Chung, Dong-Hwa
Li, Zhen
author_facet Xu, Shi Qi
Zhou, Lian
Kim, Seong Hun
Chung, Dong-Hwa
Li, Zhen
author_sort Xu, Shi Qi
collection PubMed
description 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.
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spelling pubmed-104145902023-08-11 Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center Xu, Shi Qi Zhou, Lian Kim, Seong Hun Chung, Dong-Hwa Li, Zhen PLoS One Research Article 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. Public Library of Science 2023-08-10 /pmc/articles/PMC10414590/ /pubmed/37561768 http://dx.doi.org/10.1371/journal.pone.0286021 Text en © 2023 Xu et al https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
spellingShingle Research Article
Xu, Shi Qi
Zhou, Lian
Kim, Seong Hun
Chung, Dong-Hwa
Li, Zhen
Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center
title Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center
title_full Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center
title_fullStr Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center
title_full_unstemmed Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center
title_short Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center
title_sort internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10414590/
https://www.ncbi.nlm.nih.gov/pubmed/37561768
http://dx.doi.org/10.1371/journal.pone.0286021
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