Volume 30, Issue 2, 2021
DOI: 10.24205/03276716.2020.4019
IMPACT OF INTERNAL MARKETING ON LOYALTY, PROMOTION AND CUSTOMER RELATIONSHIP CONSIDERING THE MEDIATING ROLES OF TRAINING, MOTIVATION AND REWARD
Abstract
Nowadays, the topic of internal marketing and the quality of service has become very critical for companies due to the growing expansion of the service industries. Internal marketing has been described as a method that can positively impact employees' delivery of quality service consistently. Internal marketing is also said to have a broad effect on employee behavior, including employee commitment with the company. The aim of this study is to provide an insight into the effect of internal marketing strategy on employee loyalty, promotion and customer relationship while exploring the mediating functions of training and employee “motivation and reward” in Multination Beverage Company in Iraq. A structured questionnaire derived from previous research and relevant literature was used to collect data from 375 employees of those organizations. The results of this study reveal that Motivation and Reward as a mediating factor has the highest impact in the relationship between internal marketing and employee loyalty, while training showed strong concrete trend on customer relationship and promotion. This means that an adequately trained employee is able to provide quality service to the customer and relate better with them to ensure the promotion of the organizations vision.
Keywords
Internal Marketing, Loyalty, Promotion, Customer Relationship, Training, Motivation and Reward