THE EFFECTS OF INTERNAL MARKETING ACTIVITIES ON ORGANIZATIONAL CITIZENSHIP BEHAVIOR

Authors : Ferda ALPER AY

Pages : 31-49

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Publication Date : 2018-10-31

Article Type : Research Paper

Abstract :It is not possible for external customers to be satisfied without motivating internal customers. The purpose of this study was to examine the effect of internal marketing activities on organizational citizenship behavior.   This study is important in terms of showing how internal marketing activities contribute to organizational citizenship behavior and to human resources management practices.  A survey was conducted on 171 people in a hospital that produces hospital furniture and medical equipment. For the analysis of data in the study, exploratory factor analysis,  correlation and multiple regression analyzes were used. In the research findings, there was a positive and significant correlation between internal marketing and organizational citizenship. As a result, increasing of internal marketing activities led to an increase in organizational citizenship behavior.  Especially, from internal marketing activities an increase the importance of rewarding and communication dimensions, led to an increase in organizational citizenship behavior.
Keywords : internal marketing, organizational citizenship behavior, rewarding, communication