• Saimah Javeed Bhat
• Dr. Mushtaq A. Siddiqi

The research sought to assess the impact of internal marketing on employee job attitude & organizational performance. The study also aims to find out the impact of independent variables namely, internal communication, training & development and interdepartmental integration of the organization, on the dependent variables, which are employee job attitude (job satisfaction & self-efficacy) & customer satisfaction (i.e., organizational performance).This study proposes three hypothesis: H1: Internal marketing positively influences employee job attitude., H2: Employee job attitude positively influence customer satisfaction and H3: Internal marketing positively influences customer satisfaction. Concept of internal marketing views employees as internal customers of the organization who work to attain external customer satisfaction. In modern marketing, consumer satisfaction (CS) is a central concept. The marketing concept emphasizes delivering satisfaction (not just products) to consumers and obtaining profits in return. Organizational performance is measured in terms of profitability. It is assumed that Greater the level of customer satisfaction, greater is the organizational performance. Internal marketing plays a significant role in building competitive edge and creating the positive job attitude among employees to attain the customer satisfaction for greater organizational performance. Since employees are the real marketers of the organization, improved employee efficiency leads to greater organizational performance. To achieve the study objectives, proportionate Stratified sampling procedure was employed. A total of 240 respondents (150 employees & 90 customers) participated in the study. Designed questionnaires were distributed over the targeted sample group. Two separate questionnaires were developed for Customers and Employees. The analytical results demonstrate positive influence of independent variables of internal marketing on dependent variables of job attitude and customer satisfaction. It demonstrates that there is approximately 29% contribution from internal marketing on job satisfaction and 25% on self-efficacy. It also demonstrates that there is approximately 19% contribution from internal marketing on customer satisfaction. After analyzing the results, the study unearthed that internal marketing positively influences customer satisfaction through the mediating role of employee job attitude. The study recommended that it is noteworthy to mention that customer satisfaction is of utmost importance to stay profitable in the market. Organizations need to focus on developing competencies of employees to develop distinctive services and high standards of quality to reach a strategic level of differentiation in the market. Hence organizations must ensure that internal marketing initiatives are properly adopted and aligned to achieve organizational goals.

Correlates of Internal Marketing Practices and Employee Perceived Organizational Performance: An Empirical Assessment

"Correlates of Internal Marketing Practices and Employee Perceived Organizational Performance: An Empirical Assessment", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.949-960, April-2019, Available :http://www.jetir.org/papers/JETIR1904U22.pdf

"Correlates of Internal Marketing Practices and Employee Perceived Organizational Performance: An Empirical Assessment", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp949-960, April-2019, Available at : http://www.jetir.org/papers/JETIR1904U22.pdf