Abstract
In services industries importance of front line employees play a
critical role to get competitive advantage to their firm by providing
excellent services to their customers. This study examines the impact of
internal marketing on employee performance and organizational
citizenship behavior with mediating role of employee job satisfaction.
The concept of internal marketing and its relationship with selected
employee attitude and behaviors has been discussed and suitable
measures are identified to collect data from frontline employees of
telecommunication service providing organizations. Correlation and
linear regression analysis were applied to analyzed data following the
guidelines of Barron and Kenny (1986). Results revealed that there is
positive and significant relationship between internal marketing and
employee job satisfaction, employee performance and organizational
citizenship behavior; moreover, employee job satisfaction partially
mediates the relationship of internal marketing with employee
performance and organizational citizenship behavior. Limitations and
future directions for future research are also indicated.
Amir Ishaque, Dr. Khurram Shahzad. (2016) Impact of Internal Marketing on Employee Behaviors: Mediating Role of Employee Job Satisfaction, Abasyn Journal of Social Sciences, Volume-09, Issue-1.
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