THE EFFECTS OF INTERNAL MARKETING ACTIVITIES ON ORGANIZATIONAL CITIZENSHIP BEHAVIOR

Year 2018, Volume: 4 Issue: 7, 31 - 49, 31.10.2018

Ferda Alper Ay

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

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