Abstract
The following research suggests that internal marketing activities are key factors promoting customer value co-creation behaviors. This result was found empirically investigating the relationships among internal marketing activities, customer participation behaviors(CPB) and customer citizenship behaviors(CCB). This research investigated how internal marketing activities affected both CPB and CCB, and subsequently how these behaviors affected customer satisfaction (CS). Dayadic research was performed by using both dieticians from institutional food service companies (survey for internal marketing activities) and customers eating meals provided by institutional food service companies.(survey for CPB, CCB, and CS). Survey questionnaires were used to collect data from 222 dieticians and 222 customers throughout March of 2016. Results showed that internal marketing activities were affected significantly by both CPB and CCB, which in turn affected CS. Suggestions were made based on this research findings.
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