Internal Relationship Marketing: Korean Casino Employees’ Job Satisfaction and Organizational Commitment

Abstract

This study examined the relationship between the following key variables: internal service quality, self-efficacy, job satisfaction, self-esteem, and organizational commitment. The study sought to identify ways to improve casino employees’ job satisfaction, further enhance employees’ organizational commitment, and possibly decrease job turnover intention. A total of 328 Korean casino dealers responded to a survey questionnaire developed to test the study model. Results showed that all internal service quality dimensions (i.e., training, communication, and perceived benefits) positively influenced job satisfaction, as did self-efficacy. Job satisfaction subsequently and concurrently influenced self-esteem and organizational commitment. Based on study findings, management can glean practical implications for enhancing the quality of effective communication strategies, career development programs, and empowerment.