Surveying the Effect of Internal Marketing and Internal Branding on Service Quality (Case Study: A Server Company)

Subject Areas : Jounal of Marketing Management

A. Bonyadi Naeini ¹ ( عضو هیئت علمی دانشکده مدیریت و مهندسی پیشرفت، دانشگاه علم و صنعت ایران )
M. H. Kamfiroozi ² ( کارشناسی ارشد مهندسی صنایع، دانشگاه علم و صنعت ایران )
M. Dehghan Mashtani ³ ( کارشناسی ارشد مهندسی صنایع، دانشگاه علم و صنعت ایران )

Received: 2014-12-19 Accepted : 2014-12-19 Published : 2014-12-22

Keywords: Internal Marketing, Internal Branding, service organizations, Service Quality, Correlation,

Abstract :

By the increasing of service organizations, the problem of service quality has gained crucial importance and service organizations are seeking a ways to increase service quality. This paper intends to increase the service quality by using internal marketing and internal branding. Employees in the service organizations play an important role in the service quality then organizations should have a particular and special attention on their employees. Both of internal marketing and internal branding by focus on employees are trying to deliver organizations promise through employees of organizations and attract more customers to organization. Methodology of this paper is Qualitative – Quantitative so that by reading former research and collecting repetitive element we gain the conceptual model of research and then by real data, we test the model. Population of this research is the employees of service organizations and the data was collected by the questionnaire.