THE RELATIONSHIP BETWEEN INTERNAL MARKETING, JOB SATISFACTION, ORGANIZATIONAL COMMITMENT, AND MARKET ORIENTATION

Abstract

The importance of internal marketing (IM) has become one of the main concerns for many organizations, especially in the service context. On the other hand, market orientation is popular due to its contributions to business performance and positive customer responses. Presently, most organizations have started to consider internal marketing to instill market orientation as an essential part of their business success.