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Research Paper | Marketing | India | Volume 9 Issue 9, September 2020

The Impact of Internal Market Orientation on Service Quality

Dr. Teena Mishra

Abstract: Internal marketing is a strategy to create internal market orientation to achieve service quality of the organization. Due to change in technology, service quality and increasing demand of customer’s organizations need to adopt a process so that they can deliver value to internal as well as external customers. The main problem found in the literature is how to create internal market orientation and which factors are responsible to achieve service quality. This research paper is a conceptual research paper in which research proposed model is developed in which there are three variables 1) Internal Market Orientation 2) Internal Marketing 3) Service Quality. For the purpose of the study six dimensions (internal segmentation, exchange value, training, remuneration, managers concern and communication) studied to implement internal market orientation and to find out the impact on the service quality. ). Internal marketing orientation results in the customer satisfaction, positive attitude, compliance and retention etc. Internal marketing orientation is the important dimension of internal marketing. It improves the relationship among internal customers, internal suppliers and employer. Internal Intelligence generation, dissemination, and responsiveness are the important dimensions of internal market orientation. This research paper developed a model which can be empirically tested in the future research.

Keywords: Market orientation, internal marketing orientation, internal customers, internal Marketing, service quality, organizational performance

Edition: Volume 9 Issue 9, September 2020,

Pages: 1140 - 1147