Meta-Analysis of the Effect of Internal Marketing on Job Satisfaction and Customer Orientation in Korean Sports Organizations

Purpose: The purpose of this study is to comprehensively analyze the effectiveness of internal marketing within Korean sports organizations through a meta-analysis.<br/> Method: A total of 21 studies examining the relationship between internal marketing and various dependent variables in Korean sports organizations were analyzed using Comprehensive Meta-Analysis (CMA) software.<br/> Results: The results are as follows: First, the effect size of internal marketing on the dependent variables in Korean sports organizations was found to be high. Second, among the subfactors of internal marketing, external communication showed the largest effect size, followed by internal communication, personnel management, management support, and training and education. Third, the effect size of internal marketing on job satisfaction was greater than its effect on customer orientation.<br/> Conclusion: The findings of this study provide empirical evidence to help managers in Korean sports organization develop and implement effective internal marketing strategies.