중소기업 내부마케팅이 MZ세대 직무성과에 미치는 영향: 조직몰입과 경력성장기회를 중심으로

초록

The growth of small and medium-sized enterprises (SMEs) depends largely on the commitment and performance of internal members, and the strategic importance of internal marketing to promote these outcomes is increasingly emphasized. This study aims to provide practical implications by structurally examining how internal marketing affects employee perceptions, attitudes, and performance, focusing on SMEs where Millennial and Generation Z (MZ) employees form the majority. An empirical analysis was conducted on MZ employees working in SMEs located in the Gyeongnam region, investigating the structural relationships between internal marketing factors, organizational commitment, perceived career growth opportunities, and ultimately, job performance. Internal marketing was conceptualized through five dimensions: communication, training and development, compensation systems, empowerment, and welfare benefits. The results of a PLS-SEM analysis revealed that both communication and compensation systems positively influenced organizational commitment, and both training and development as well as empowerment had a positive effect on career growth opportunities. In addition, organizational commitment had a positive effect on career growth opportunities. Organizational commitment was also identified as a key predictor of job performance. This study differs from previous internal marketing research by focusing on MZ generation employees working in local SMEs, rather than on employees in large firms or general organizational contexts. Furthermore, these findings highlight the need for SMEs to refine internal marketing strategies that can enhance organizational commitment and performance among MZ employees.

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