As the service industry develops, customers' demand for excellent services continues to increase. Companies are seeking differentiation through service marketing that starts internally in various competitive environments. This study is to verify the relationship between the internal marketing of a company on the job satisfaction and turnover intention of employees of a BPO specialized company.
In addition, it was investigated whether there was any change in the effect of internal marketing on employees' job satisfaction in a special environment called COVID-19. Therefore, in this study, first, based on previous studies published in Korea, five major leading variables in internal marketing that have a profound effect on employee satisfaction were identified to confirm the association with existing studies.
Second, the relationship between the changed internal marketing factors and the employee's job satisfaction in the COVID-19 situation was verified.
Third, the influence relationship between employee job satisfaction and turnover intention was analyzed.
Fourth, the relationship between job satisfaction and turnover intention was confirmed in the relationship between the residence of employees of companies subject to BPO specialized services.
Finally, through the presentation of effective employee satisfaction and service improvement that can lead to customer satisfaction to suit the characteristics of BPO companies targeting the service industry, academic and practical implications for BPO companies' job satisfaction and turnover after the COVID-19 situation.