A Study of the Impact of Internal Marketing on Customer Orientation

Internal marketing is one of marketing issues which was proposed as a method of solving the related problems to organizations employees and providing high quality services to them byBerry about 20 years ago. In spite of the the extension of marketing literature conception, it has been used a little practically. Next issues about internal marketing showed this reality that thisbranch if marketing needs more extensive research. The aim of the present study is to investigate the relationship between internal marketing and customer orientation. Statistical population ofthis study includes 320 personnel of 25 Organizations in Iran. A questionnaire was used to collect the necessary data. 22 questions of Liao (2009) about perception of Internal Marketing were used to measure perception of internal marketing. Furhter, the 10 questions of Saxe andWeitz (1982) have been used for measuring Customer Orientation. Data analysis by SEMtechnique shows that internal marketing has a significant positive influence on customer orientations of selected Iranian organizations.

Keywords:

Internal Marketing , Customer Orientation