The Relationship of Internal Marketing and Organizational Citizenship Behavior and Brand Citizenship Behavior on Credit Card Issuers’ Call-Center Staff in Thailand

Abstract

Internal marketing (IM) is a concept in the topic of service marketing, which allows an organization to treat employees as a customer to make them satisfied in the job and give better service quality. This study aims to explore the relationship between satisfaction of internal marketing (IM), brand citizenship behavior (BCB) and Organizational citizenship behavior (OCB). This study is quantitative research. Data was collected by using questionnaires with 466 call-center staff in credit card issuer firms in Thailand which do not use outsource call-center service providers. This study uses structural equation modelling (SEM) and descriptive statistics to analyse the collected data. The result of this study shows that satisfaction of internal marketing has a direct effect on organizational citizenship behavior and brand citizenship behavior. Furthermore, brand citizenship behavior has a greater effect on organizational citizenship behavior than the internal marketing. However, satisfaction of internal marketing has an indirect effect on organizational citizenship behavior via brand citizenship behavior. Keywords: Internal Marketing, Organizational Citizenship Behavior, Brand Citizenship Behavior, Credit Card Issuers, Call-Center Staff