Journal of Marketing Management

The Impact of the Service Quality as a Mediating Variable on the Relationship between Internal Marketing Policies and Internal Customer Satisfaction: An Empirical Study at Taif University
Dr. Abdulraheem Ali Alghamdi

Abstract
This study has aimed to find out the extent of the application of internal marketing policies and programs in Saudi universities and its impact on the level of the service quality provided to the internal clients (the employees) and on their level of satisfaction. The internal marketing is measured using the scale prepared by (Gronroos, 1990), also the quality of service provided to the staff level was measured using the actual performance measure (SERVPERF) prepared by (Cronin and Taylor, 1992). Job satisfaction was also measured using a satisfaction scale prepared by (Mohrman, 1977), where the number of valid questionnaires for analysis has reached (56), and they were analyzed using the statistical software (SPSS). The study found several conclusions, including: There is a medium level of each of the (impression about the actual practices of the internal marketing dimensions, the level of the service equality, as well as the satisfaction of the employee). There is an effect- relationship between internal marketing dimensions and the level of the service quality provided to the internal clients (employees). There is an effect- relationship between the dimensions and of the quality level of the service provided to the internal clients (employees) and job satisfaction. There is an effect- relationship between the internal marketing dimensions and job satisfaction. The service quality" mediating variable increases the strength of the positive relationship between internal marketing dimensions (independent variable) and job satisfaction (dependent variable).

Full Text: PDF     DOI: 10.15640/jmm.v4n1a11