Authors : Inda Sukati, A.H. Abu Bakar and B. Rohaizat
Abstract: The concept of internal marketing is how to smart motivate internal customer to consistently deliver high quality service to external customer. The logic of internal marketing is how to satisfy the employees� need that can enhance their motivation and could achieve the higher level job satisfaction, commitment and customer oriented in their service behavior. The purpose of this research is to investigate how internal customers service behavior effect their services on external customer, by investigating the linkage between internal marketing on employee job satisfaction, customer orientation and organizational commitment. The data collection instrument used was a questionnaire which was administrated to a total sample of 340 respondents. The response rate was 53% while 45% was usable questionnaires. The analyses involved statistical methods such as reliability and validity tests, correlation analysis and multiple regressions. The result suggested that internal marketing have positive impact on job satisfaction, organizational commitment and customer orientation. These findings suggest that firm should consider internal marketing that can improve employee commitment, job satisfaction and customer orientation.
Inda Sukati, A.H. Abu Bakar and B. Rohaizat, 2013. The Practices of Internal Marketing and its Effect on Job Satisfaction, Customer Orientation and Organizational Commitment Evidence from Services Industry. International Business Management, 7: 436-445.