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Abstract ▼ AI-Helper

?;?;It has been recognized as organizational identification as the primary goal of internal marketing However, there is little empirical research on internal marketing despite its intuitive appeal and anecdotal accounts of its benefits. The current research attempted to examine how internal ...

?;?;It has been recognized as organizational identification as the primary goal of internal marketing However, there is little empirical research on internal marketing despite its intuitive appeal and anecdotal accounts of its benefits. The current research attempted to examine how internal marketing would affect organizational identification, which in turn would affect customer orientation. Data were collected from employees of the travel agency’s headquarter and branches operated in Seoul and Gyeong-gi province during a month period from February 1st through March 20, 2010. Results revealed that all four internal marketing activities had significant effects on organizational identification, which in turn strongly affected customer orientation. In addition, our research found that the relationship between internal marketing and customer orientation was mediated by organizational identification. Theoretical and practical implications associated with the findings were discussed along with future research.

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