A survey on the effects of Internal Marketing Orientation (IMO) on customer satisfaction by considering the mediating role of employee satisfaction and commitment

Mehrdad Estiri¹ Rozita Ghasemi² Kimia Karami³

1) Faculty member, Department of Business Management, University of Tehran
2) Graduate of the Master s Degree in Business Administration, majoring in Marketing, University of Tehran
3) Graduated from the undergraduate program in Small Business Management, University of Tehran

IOI Code : XCAZ-EGZZH
Publication : 2nd. International Congress on science & Engineering - paris(parisconf.com)
Abstract :
    In recent decades, there has been a number of researches on the role of employees on customer satisfaction in the service industry. With increase in the share of service industry in the national economy and the importance of sustainable competitive advantage and customer satisfaction in the services industry, particularly through human resources as a valuable source, This study investigating the effect of internal marketing orientation on customer satisfaction with the mediator role of employee satisfaction and commitment in the banking industry as a major player in this industry. The purpose of this research and the method used is descriptive. LISREL and structural equation modeling (SEM) will be used for seeking to answer questions and hypotheses and achieve research objectives. The samples include employees and customers of selected private Bank in Tehran. Keywords: Internal marketing Orientation, customer satisfaction, job satisfaction, organizational commitment

Keywords : internal marketing orientation customer satisfaction job satisfaction organizational commitment