A Study on the Effects of teacher’s Internal Marketing Elements on Organizational Trust, Customer Orientation

Purpose: The main purpose of this research is to analyze that how internal marketing factors implemented on teachers can have an effect on organizational trust and customer orientation. The various supporting systems to teachers must take precedence in order to obtain educational competitiveness in educational institutions. Research design, data, and methodology: This research has been initiated and completed on 245 questionnaires of the elementary and junior high school teachers for about a month in October, 2019, by utilizing for frequency analysis, technical analysis, exploratory factor analysis, cronbach’s alpha, covariance analysis to verify its hypothesis by SPSS 23.0 & AMOS tool. Results: First of all, 5 major factors(management support, education & training, authority delegation, reward system, and internal communication) were selected among various internal marketing factors of teachers. Secondly, imposing internal marketing factors have been proven to display positive effects in terms of above 5 major factors for improving on organizational trust. Thirdly, above 5 major factors have been lead to positive influences on the development of the internal customer orientation, too. Lastly, organizational trust also are appeared to yield positive effects on customer orientation. Conclusions: This research has verified that implementation of internal marketing factors could potentially lead to enhance teacher’s organizational trust, and also lead to positive effects on customer orientation to students. In comparison with existing research contents, internal marketing factors might have different effects on organizational trust among occupational differences. More objective measurement tools must need to be developed and lead to further research which are prepared for the effects on teacher’s internal marketing factors.