INTERNAL MARKETING FACTORS AND THE SERVICE QUALITY OF STAFF TO THE CUSTOMERS

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SAEEDNIA HAMID REZA; ABBASI SHAHRESTANAKI AREZOU; HORMOZ MEHRANI

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Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2011 | Volume:2 | Issue:10 Page(s): 35-52

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Title

INTERNAL MARKETING FACTORS AND THE SERVICE QUALITY OF STAFF TO THE CUSTOMERS

Author(s)

SAEEDNIA HAMID REZA | ABBASI SHAHRESTANAKI AREZOU | HORMOZ MEHRANI | Issue Writer Certificate

Keywords

INTERNAL MARKETINGQ2

EXTERNAL SERVICE QUALITYQ2

EMPLOYMENT SECURITYQ2

TRAININGQ2

REWARDSQ2

INFORMATION SHARINGQ3

EMPLOYEE EMPOWERMENTQ2

DISTINCTION STATUS REDUCTIONQ2

Abstract

Nowadays, INTERNAL MARKETING has turned into one of pivotal and vital strategies in many service companies. INTERNAL MARKETING concept indicates that a successful service company should first sell job to employees and provide job satisfaction to the employee and after that it can offer services to the customers, in this regard; this study tries to specify the effect of various factors of INTERNAL MARKETING on EXTERNAL SERVICE QUALITY in Asia insurance branches in Tehran.This research is applied type in terms of purpose and is descriptive-survey in terms of nature. Statistical community of this study is Asia insurance Company employees and customers. Sampling has been through relative stratified sampling method and in each category simple random sampling method and data collection tool has been questionnaire.Split-half method is used for reliability. Spearman correlation coefficient and Friedman test has been used to test the research questions and obtain results.Research findings showed that factors of INTERNAL MARKETING all affect EXTERNAL SERVICE QUALITY positively in overall statistical sampling. Also based on the obtained results, factors of empowerment of employee, DISTINCTION STATUS REDUCTION, REWARDS, TRAINING, INFORMATION SHARING, and EMPLOYMENT SECURITY were respectively prioritized.

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APA: Copy

SAEEDNIA, HAMID REZA, ABBASI SHAHRESTANAKI, AREZOU, & HORMOZ, MEHRANI. (2011). INTERNAL MARKETING FACTORS AND THE SERVICE QUALITY OF STAFF TO THE CUSTOMERS. JOURNAL OF BUSINESS MANAGEMENT, 2(10), 35-52. SID. https://sid.ir/paper/237825/en

Vancouver: Copy

SAEEDNIA HAMID REZA, ABBASI SHAHRESTANAKI AREZOU, HORMOZ MEHRANI. INTERNAL MARKETING FACTORS AND THE SERVICE QUALITY OF STAFF TO THE CUSTOMERS. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2011;2(10):35-52. Available from: https://sid.ir/paper/237825/en

IEEE: Copy

HAMID REZA SAEEDNIA, AREZOU ABBASI SHAHRESTANAKI, and MEHRANI HORMOZ, “INTERNAL MARKETING FACTORS AND THE SERVICE QUALITY OF STAFF TO THE CUSTOMERS,” JOURNAL OF BUSINESS MANAGEMENT, vol. 2, no. 10, pp. 35–52, 2011, [Online]. Available: https://sid.ir/paper/237825/en

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