Abstract
The main objective of this paper was to examine the relationship between internal marketing orientation and employee job satisfaction. To accomplish such relation, three dimensions of internal marketing orientation which were internal marketing research, internal communication, and internal response have been used within this study. While, the two dimensions that measure employee job satisfaction were intrinsic satisfaction and extrinsic satisfaction. Data were gathered through a questionnaire survey of supporting staff at University Utara Malaysia. Correlation and regression analysis were used to examine the relationship between internal marketing orientation and employee job satisfaction. The result indicated that internal marketing orientation positively correlated with employee job satisfaction. The regression result revealed that only 40.9 % of the variance in job satisfaction has been significantly explained by the three dimensions of internal market orientation. Likewise, the result showed that the most influence dimension of internal marketing orientation on employee job satisfaction was internal response.
Highlights
Internal marketing orientation is an important concept where organizations apply marketing tools to attract and retain the best employees, which will affect business performance
6.0 Conclusion The main purpose of the research was to examine the relationship between internal marketing orientation and employee job satisfaction
The first objectives is to examine the relationship between internal marketing orientation and employees job satisfaction which revealed positive relationship between overall internal market orientation and overall employee job satisfaction
Summary
Internal marketing orientation is an important concept where organizations apply marketing tools to attract and retain the best employees, which will affect business performance. Internal marketing orientation began as a method to motivate and satisfy employees, developed through a customer orientation phase (Rafiq & Ahmed, 2000). Kotler (2000) said that internal marketing is more important than the traditional external marketing. Greene et al (1994) suggest that internal marketing orientation is the key to excellent service and success of external marketing. Both views justify the exploration of the concept of marketing, i.e. internal marketing orientation, within a business organization in the service sector
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