Pengaruh frontline employee perception pada internal marketing terhadap employee outcomes

Liemahassana, Zevina (2017) Pengaruh frontline employee perception pada internal marketing terhadap employee outcomes. Masters thesis, Universitas Pelita Harapan.

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Abstract

Berkembangnya sebuah perusahaan tidak terlepas dari faktor internal dan eksternal perusahaan. Salah satu faktor internal perusahaan adalah sumber daya perusahaann. Salah satu sumber daya yang memiliki peranan penting adalah sumber daya manusia, yaitu karyawan yang terlibat secara langsung dengan perusahaan. Sedangkan faktor eksternal yang mendukung perkembangan perusahaan adalah pelanggan. Pada industry jasa, perusahaan tidak menawarkan produk fisik kepada pelanggan, melainkan menawarkan sebuah pelayanan dan produk non fisik. Fronline employee menjadi gerbang awal perusahaan dalam menawarkan produknya dan menjadi kunci untuk memberikan pelayanan yang berkualitas bagi pelanggan. Penelitian ini bertujuan untuk melihat apakah Jrontline employee perception of. internal marketing program berpengaruh terhadap internal market orientation, organizational identification, job satisfaction dan customer oriented behavior. Penelitian dilakuan pada 235 Jrontliner yang bekerja pada bank umum di Jakarta. Hasil penelitian ini menunjukan jroniline employee perception of 'internal marketing program berpengaruh terhadap internal market orientation, organizational identification, Job satisfaction dan customer oriented behavior / The overall development of an organization is affected by its internal and external Jactors. One of the examples of a company's internal factors is the company's resource. Human resource management is considered to be one of the critical aspects of a company, where it defines the participation of employees in most companies. In terms of external factors however, consumers hold important roles in Jurther improving a company 's development. Its common knowledge, that in the service industry, companies do not offer physical product to their customers, instead, they offer a variety of services and intangible products. Frontline employees have become a gateway for a company in terms of product Introduction, product recognition, and hold the most important aspect service industries nowadays, which are guality services. The main purpose of this research is to identify and analyze, does the frontline employee perception of internal marketing program really affect internal market orientation, organizational identification, job satisfaction, and customer oriented behavior. This research was made based on the opinions of 235 frontliners who work in public banks. The research showed that the frontline employee perception of internal marketing program really does hold an important role in changing the Hlows of internal market orientation, organizational identification, job satisfaction, and customer oriented behavior

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