@article{MAKHILLIBM202014427503,
    title = {Internal Marketing: The Effects and its Dimensions on Customer Citizenship Behavior in
Insurance Branches},
    journal = {International Business Management},
    volume = {14},
    number = {4},
    pages = {123-132},
    year = {2020},
    issn = {1993-5250},
    doi = {ibm.2020.123.132},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2020.123.132},
    author = {Mahdi},
    keywords = {Internal marketing,customer citizenship behavior,saman insurance company,strategies},
    abstract = {Considering the competitive world, today, in
the service markets, attention to domestic and foreign
strategies for survival and continuity is required. The
purpose of the present study was to investigate the effects
of internal dimensions (job security, satisfaction of rights
and benefits, empowerment, informing, family work
support, leader-follower relationship and reduction of
discrimination between posts) on customer behavior. This
study is a descriptive and survey method for gathering
data. A researcher-made questionnaire was used to collect
data. The reliability and validity of the questionnaire was
established. The statistical population of the research
included all employees of saman insurance company
branches in Iran, containing a total of 912 people. The
sample size of the study was 271 with a Morgan table
selected randomly. SPSS Software was used to analyze
the data. The results of the research indicate that internal
marketing dimensions (job security, satisfaction of rights
and benefits, empowerment, informing, family work
support and reduction of discrimination between posts)
are effective on customer’s citizenship behavior.
However, the Leader-Peer relationship does not have a
significant effect on customer behavior.}
    }