Journal of Marketing Management

Mediation Role of Internal Customer’s Satisfaction in the Indirect Link between Internal Marketing, External Customer’s Satisfaction and Organizational Long Run Effectiveness: Role of Trust and Motivation
Doman GNOUFOUGOU

Abstract
Organizations have attempted to provide concepts and approaches of internal and external marketing, quality of services and better internal and external customer satisfaction. Thus, one of the main characteristics of services is the direct interactions of the staff (internal customer) with external customers. Therefore this study aims to determine the indirect effect of implementation of internal marketing on external customer‟s satisfaction and organizational long run effectiveness through internal customer‟s satisfaction and aims to evaluate the internal marketing variables as a framework for implementing marketing strategies that enhance indirectly organizational long run effectiveness. It is used a survey methodology to collect data through a combination of structured questionnaires followed by interviews and it is employed three methods to examine the proposed model, as well as to test the hypotheses analysis. The descriptive statistic was conducted using SPSS 23; the Structural Equation Modeling was conducted using AMOS.20 and the moderated multiple regression analysis or Bootstrap test was conducted using PROCESS for SPSS.23. The findings indicate that internal marketing has an indirect impact on external customer‟s satisfaction and organizational long run effectiveness and through internal customer‟s satisfaction. In other words, internal customer‟s satisfaction that mediated the link between internal marketing, external customer‟s satisfaction and organizational long run effectiveness was associated positively with moderator variables (customer‟s trust and motivation). A discussion of the findings, an implication and conclusion are provided in this article.

Full Text: PDF     DOI: 10.15640/jmm.v7n1a3