TY  - JOUR
T1  - The Practices of Internal Marketing and its Effect on Job Satisfaction, Customer Orientation and Organizational Commitment Evidence from Services Industry
AU - Sukati, Inda AU - Rohaizat, B. AU - Bakar, A.H. Abu 
JO  - International Business Management
VL  - 7
IS  - 6
SP  - 436
EP  - 445
PY  - 2013
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2013.436.445
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2013.436.445
KW  - internal marketing
KW  -customer orientation
KW  -job satisfaction
KW  -
KW  -commitment
AB  - 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.
ER  -