Authors : Ehsan Ahadmotlagi, Samira Amirian and Amir Keramat
Abstract: Maskan bank is the specialized governmental bank in housing finance in Iran. Enhancing its productivity could be precious to public service. The aim of this research was to analyze the relationship between internal marketing, job satisfaction, relationship marketing, customer orientation and organizational performance in the bank. The results showed, internal marketing has positive and meaningful relation with job satisfaction, the relation between job satisfaction with relationship marketing, customer orientation and organizational performance is positive and meaningful and customer orientation has positive and meaningful relation with relationship marketing too. Therefore, the bank should execute internal marketing more and more to increase employees job satisfaction and motivate them in order to pay more attention the customers and become more productive.
Ehsan Ahadmotlagi, Samira Amirian and Amir Keramat, 2017. Analyzing the Relationships Between Internal Marketing, Job Satisfaction, Relationship Marketing, Customer Orientation and Organizational Performance (Case Study: Maskan Bank). International Business Management, 11: 1692-1700.