In this study, a structual relationship model is presented to explain the differences of relationship among internal marketing toward job satisfaction, teamwork and technical innovation capabilities. The purpose of this study is to examine the effects of internal marketing to job satisfaction, teamwork, and technical innovation capabilities(①research & development capability, ②technology commercialization capability) in the government-supported research institutes.
Six hypotheses are offered with the previous researches. To verify these hypotheses, 161 valid sample data were collected from 200 questionnaires and the data were examined using statistical analyses including frequency analysis, reliability analysis, confirmatory factor analysis, Cronbach's alpha, correlation analysis, regression analysis, and structural equation modeling with SPSS 12.0/AMOS 18.0.
Internal marketing factors were classified into four factors; management support, reward system, empowerment, education and training.
The results of analyses were as follows: (1) Two internal marketing factors(training, reward system, management support, education and training) have a positive effect on job satisfaction; (2) Two internal marketing factors(management support, education and training) have a positive effect on teamwork ; (3) The job satisfaction has a positive effect on teamwork ; (4) The job satisfaction has a positive effect on research & development capability ; (5) The job satisfaction have a negative effect on technology commercialization capability ; (6) The teamwork has a positive effect on research & development capability ; (7) The teamwork has a positive effect on technology commercialization capability
In other words, this study examined the effects of internal marketing and technical innovation capabilities using job satisfaction and teamwork as a moderate variable. It was found that the job satisfaction and teamwork were playing mediating roles between internal marketing and technical innovation capabilities(①research & development capability, ②technology commercialization capability).
The key theoretical contribution of this study is that it begins to extend the internal marketing literature in the government-supported research institutes using the analysis of a structural relationship model based on the internal marketing factors with job satisfaction and teamwork as a moderate variable. The managerial implication is to guide managers for the direction of internal marketing strategy to consider the internal customer satisfaction as well as validity of technical innovation capabilities in the government-supported research institutes. Finally, the limitations of this research and the guidelines for future researches are also discussed.