Abasyn Journal of Social Sciences. Vol.9 No.1

Impact of Internal Marketing on Employee Behaviors: Mediating Role of Employee Job Satisfaction

Amir Ishaque, Dr. Khurram Shahzad

1 Ph.D Scholar, Riphah International University
2 Riphah International University


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.
Keywords: Internal Marketing, Employee Behaviors, Job Satisfaction




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