Internal Marketing and Customer Loyalty: A Dyadic Analysis

Hayat Muhammad Awan¹, Ahmad Nabeel Siddiquei¹, Aneela Jabbar¹, Muhammad Abrar^2*, Sajjad Ahmad Baig²

¹Department of Business Administration, Air University, Multan Campus, Multan, Pakistan.
²Department of Business Administration, National Textile University, Faisalabad, Pakistan.

DOI: 10.4236/jssm.2015.82024                

Abstract

The purpose of this paper is to investigate the effects of internal marketing on customer loyalty and the mediating role of job satisfaction, affective commitment & organizational citizenship behaviour in their relationship. The analysis is based on a dyadic data set of front-end service employees and customers. It involves responses provided by the 150 dyads collected through quantitative self-administered questionnaires from telecommunication organizations of Pakistan. Findings demonstrate that internal marketing has a positive significant effect on job satisfaction, affective commitment and organizational citizenship behaviour. Furthermore, the theoretical model shows that organizational citizenship behaviour, affective commitment and job satisfaction act as mediators between internal marketing and customer loyalty. This study implies that IM is very beneficial and effective approach towards the customer positive behavioural outcomes such as customer loyalty.

Keywords

Internal Marketing, Job Satisfaction, Affective Commitment, Organizational Citizenship Behaviour, Customer Loyalty

Conflicts of Interest

The authors declare no conflicts of interest.

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