表題番号：2017B-105
日付：2018/05/21
研究課題インターナル・マーケティングの促進要件に関する研究
| 研究者所属（当時） | 資格 | 氏名 | |
|---|---|---|---|
| （代表者） | 商学学術院 大学院経営管理研究科 | 教授 | 木村 達也 |
- 研究成果概要
- We conducted quantitative research to determine how an internal marketing program can work to increase the satisfaction of care workers and their commitment to the company’s organization. We then developed a causality model to identify the causal relationship between these factors. Our findings suggest that an internal marketing program is effective if it (1) contributes to opportunities for care worker development, (2) enables appropriate remuneration and employee evaluations, (3) encourages supervisors to become more involved with their subordinates, and (4) promotes smooth, team-based work performance. Our findings also demonstrated that greater employee satisfaction indirectly increases the level of care workers’ commitment to their organization.