Internal Marketing is attracting, developing, motivating, and retaining qualified employees through job-products that satisfy their needs. Organizational citizenship behavior is conceptualized as synonymous with the concept of contextual performance, defined as ‘performance that supports the social and psychological environment in which task performance takes place. Service quality is defined as how well the service meets or exceeds the customers’ expectations on a consistent basis. The conceptual framework presented here derives from a thorough analytical and critical review of the literature on the relationship between internal marketing and the services quality, the role of organizational citizenship behaviors among internal marketing and the services quality and also the impact of internal marketing on the service quality. This study uses a Structure Equation Model (SEM) analysis to examine and measure five categories which reflect most of the employees’ discretionary behaviors that can influence the customer-employee interaction facet of Service quality. The statistical population consists of customers who have used services offered by Iran Insurance Company in Isfahan. Random sampling method has been applied to select the appropriate sample. The examinations were done through 190 available questionnaires. Results based on SEM outputs demonstrate acceptance and confirmation of all studied factors. These findings indicate that Internal Marketing has a positive effect on organizational citizenship behavior, Organizational citizenship behavior has a positive effect on service quality and Internal Marketing has a positive and direct effect on service quality.
[1].Bahia, K.and Nantel, J.(2000),” A reliable and valid measurement scale for the perceived Service quality of banks”, International Journal of Bank Marketing ,Vol. 18 No. 2, pp.84-91.
[2]. Bansal H. S., Mendelson M. B., & Sharma B. (2001).The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management, 6(1), 61–76.
[3]. Bellou, V. and Andronikidis, A., 2008, The impact of internal service quality on customer service behavior Evidence from the banking sector, International Journal of Quality & Reliability Management, Vol. 25 No. 9, 2008 pp. 943-954.
[4]. Berry, L,L.(1981?The employee as customer, Journal of Retail Banking, 3?1?, 25?28.
[5]. Bienstock , C. C., DeMoranville, C. W. & Smith, R. K. (2003).Organizational citizenship behavior and service quality. Journal of Services Marketing, 17, 4, 357-378.
[6]. Bitner, M. J., & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality. In Rust,R. T., & Oliver, R. L. (Eds.), Service Quality: New directions in theory and practice (pp.72-94). London:Sage. http://dx.doi.org/10.4135/9781452229102.n3
[7].Cahill, D.J.(1995).The managerial implications of the learning organization: A new tool for internal marketing Journal of services Market ,9,43-57.
[8]. Choi, K., Cho, W., Lee., H., & Choi, K. (2004). The relationship among quality, value, satisfaction and behavioral intentions in health care provider choice: A South Korean study. Journal of Business Research,57, 913-921. http://dx.doi.org/10.1016/S0148-2963(02)00293-X
[9]. Crosby, L.A. & Stephens, N. (1987).Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research,24, 404-11.
[10]. Dimitriades , 2007, The influence of service climate and job involvement on customer-oriented organizational citizenship behavior in Greek service organizations: a survey, Employee Relations Vol. 29 No. 5, pp. 469-491.
[11]. Djati, S.P. 2008. Organizational Citizenship Behavior (OCB): Variabel Anteseden dan Pengaruhnya terhadap Service Quality, Program Doktor Ilmu Manajemen, Pascasarjana Fakultas Ekonomi Universitas Brawijaya, Disertasi.
[12].Douglas, L. and Connor, R. (2003),” Attitudes to service quality-the expectations gap” ,Nutrition & Food Science, Vol .33 No. 4,pp. 165-72.
[13].Foreman, S.K. and Money, A.H.(1995), “Internal marketing: concepts, easurement, and Application”, Journal of Marketing Management, Vol. 11, pp. 755-68.
[14]. Gilaninia, Sh; Chirani,E;Ramezani ,E.(2011). The Impact of Supply Chain Management Practices on Competitive Advantage, interdisciplinary journal of contemporary research in business, ijcrb.webs.com,VOL 3, NO , p577-587.
[15].Greene, W., Walls, G. and Schrest, L.(1994),” Internal marketing : the key to external Marketing success”, Journal of Service Marketing, Vol. 8 No. 4, pp. 5-13.
[16]. Gronroos, C.(2000), Service Management and Marketing: A Customer Relationship Management Approach, 2 nd ed., Wiley , New York, NY.
[17].Herington et al. (2006).Internal Relationships–Linking practitioner literature and relationship marketing theory .in Lombard, M. (2010). Employees as customers–An internal marketing study of the Avis car rental group in South Africa, African Journal of Business Management, 4(4), 362–372.
[18].Kotler, P. (2008). Marketing Management (13th ed.). New Jersey: Prentice Hall.
[19].Kotler , P.(2000), Marketing Management ,The Millennium Edition , Prentice-Hall, London.
[20].Lai, F., Griffin, M., and Babin, B.J., 2009, How quality, value, image, and satisfaction create loyalty at a Chinese telecom, Journal of Business Research 62, pp. 980–986.
[21].Leal, R.P .and Pereira, Z.L. (2003), “Service recovery at a financial institution”, International Journal of Quality & Reliability Managment ,Vol.20 No. 6,pp. 646-63.
[22]. Little, A. B., & Little, D. W. (2009). The 'Home Team' approach to service quality: Linking and leveraging communciations between human resources, operations and marketing. Journal of Organizational Culture, Communications & Conflict, 13(2), 57-70.
[23].Mohammad Suleiman Awwad&Djouhara Ali mohammadAgti (2011),The impact of internal marketing on commercial banks market orientation, International journal of Bank marketing(2011) Organizational Homoeostasis:A Role for internal marketing(1992) MCB
[24].Morrison, E. (1996).Organizational citizenship behavior as critical link between HRM practices and service quality. Human Resource Management, 35, 493-512.
[25].Omidvari,N;Gilaninia,Sh;Mousavian,S.J;Bakhshipour,A;Bakhshipour,A;Eftekhari,F.(2012). The Role Of ICT In Performance Of Small And Medium Enterprises, Interdisciplinary Journal Of Contemporary Research In Business, VOL 3, NO 9, Pp833-839.
[26].Organ, D. W. (1997). Organizational citizenship behavior: It's construct clean-up time.Human Performance, 10(2), 85-97. doi: 10.1207/s15327043hup1002_2
[27].Organ, D. W. (1988). Organizational citizenship behavior: The good soldier syndrome .USA: D.C. Heath and Company.
[28].Parasuraman, A., Zeithaml, V. A., & Berry, L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 44-48. http://dx.doi.org/10.2307/1251430
[29].Parasuraman, A. (1987). Customer-oriented corporate cultures are crucial to services marketing success. Journal of Services Marketing, 1, 1, 39-46.
[30].Parker, S.K., Wall, T.D. and Jackson, P.R. (1997)’’That’s not my job: developing flexible Employee work orientations”, Academy of Management Journal, Vol. 40, pp.899-929
[31].Saravanan , R. and Rao, K.S.P. (2007),”Measurement of service quality from the customer’s Perspective – an empirical study ’’,Total Quality Management & Business Excellence,Vol.18No.18 No. 4, pp.435-49.
[32].Schneider, B., White, SS. and Paul, M.C. (1998), “Linking service climate and customer Perceptions of service quality: test of a causal model”, Journal of Applied Psychology, Vol. 83, pp. 150-63.
[33].Seyed Javadein ,S.R.,Khanlari, A. and Estiri, M. (2008), “ Customer loyalty in the sport services industry: the role of service quality, customer satisfaction, commitment and trust’’,International Journal of Human Sciences, Vol. 5 No. 2, pp.1-19.
[34].SeyedJavadin, S.R., Rayej, R., Yazdani H., Estiri M.,Aghamiri S.A(2012),”How Organizational citizenship behavior mediates between internal marketing and service quality”, International Journal of Quality & Reliability Management, Vol. 29 No. 5, pp.3-5
[35]. Souchon, A., and Lings, I. (2001). Adopting internal marketing practices across national borders: key propositions and implications, pp. 1-9
[36]. Tsaia Y., & Tang Ta-Wei. (2008). How to improve service quality: Internal marketing as a determining Factor. Total Quality Management, 19(11), 1117–1126. http://dx.doi.org/10.1080/14783360802323479
[37]. Turnipseed, D.L., Rassuli, A., 2005. Performance perceptions of organizational citizenship behaviors at work: a bi-level study among managers and employees. British Journal of Management, 16, 231-244.
[38].Vandermerwe, S.,Gilbert, D. J. ?1991?? Internal service: gaps in needs/performance and prescriptions for effectiveness. International Journal of Service Industry Management ,2,50?60.
[39].Van Scotter, J. R., Motowidlo, S. J., & Cross, T. C. (2000).Effects of task performance and contextual performance on systemic rewards. Journal of Applied Psychology, 85(4), 526-535. doi: 10.1037//0021-9010.85
[40].Wallace, E., Chernatony, L., and Buil, I., 2011, Within-role, extra-role and anti-role behaviors in retail banking, International Journal of Bank Marketing, Vol. 29 No. 6, pp. 470-488.
[41].Werner, J. M. (1994). Dimensions that make a difference: Examining the impact of in-role and extra role behaviors on supervisory ratings. Journal of Applied Psychology, 79(1), 98-107.
[42].Yaghoubi , N. M.; Salehi, M. and Moloudi, J. (2011).Improving service quality by using organizational citizenship behavior: Iranian evidence.Iranian Journal of Management Studies (IJMS). Vol.4, No.2, pp: 79-97.
[43].Zeithaml, V.A., Berry , L.L. and Parasuraman ,A. (1996),” The behavioral consequences of Service quality’’, Journal of Marketing ,Vol. 60,pp. 31-46.
[44].Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Service management: Integrating customer focus across the firm. New York: McGraw-Hill. http://dx.doi.org/10.1177/0092070300281007
[45].Zeithaml, V. A. & Bitner, M. J. (1996).Services Marketing, McGraw-Hill, New York, NY.
Copyright: © 2013 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
