The effect of service climate and internal marketing on organisational citizenship behaviour and customer orientation of service providers (case of study: travel and tourism agencies in Tehran)

Abstract

For more than three decades, marketing professionals and thinkers believed that business performance is affected by market orientation. Market orientation is the heart of modern marketing strategy and management and a business that increases its market orientation will improve the market performance. The purpose of the present research is to examine the effect of the organisation's service climate and internal marketing on the organisational citizenship behaviour and customer orientation of the service providers. The method of the research is a survey-descriptive one and the population includes the tourism and travel agencies in Tehran and 200 samples were collected using the convenience sampling. To collect data, library and field studies are used. The period of the research covers five months of the fall and winter 2018. To analyse the data and test the hypotheses, the structural equations model is used. The results showed that the organisation's service climate significantly and positively affects the organisational commitment, internal marketing has a significant positive effect on organisational commitment, and organisational citizenship behaviour and customer orientation of the employees have a significant positive effect on the customer orientation of the employees.