A Study of the Impact of Internal Marketing on Customer Orientation

Abstract

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 by Berry 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 this branch 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 of this 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 and Weitz (1982) have been used for measuring Customer Orientation. Data
analysis by SEM technique shows that internal marketing has a significant positive influence on customer
orientations of selected Iranian organizations.