The Importance of Internal Marketing and Relationship Marketing and their Effects on Organizational Performance

Hamidreza Saeednia¹ Mohammad safdar keshavarzpour²

1) Assistant Professor -Islamic Azad University,Tehran North Branch
2) Phd Student of Marketing Managment-Islamic Azad University,Qazvin Branch

IOI Code : XYCG-AEAZZ
Publication : international conference of Management Elites(icme.ir)
Abstract :
    The aim of this study was to investigate the effect of internal marketing, relation marketing on organizational performance. This research is practical in terms of purpose and is surveying in terms data collection method. The statistical population are Marketers and marketing managers in the food distribution companies. Simple random sampling was used to gather data . Sample size was calculated using the formula Cochran and 385 salesperson were taken as a sample .Data were collected using questionnaires of internal marketing. The questionnaire included the internal marketing factors, such as Relationship Marketing ,Job Satisfaction, Customer Orientation, Organizational Performance Collected data from the questionnaires were analyzed using structural equation techniques. For data analysis LISREL software was used.

Keywords : internal marketing relationship marketing job satisfaction customer orientation organizational performance