International Business Management

Year: 2020
Volume: 14
Issue: 4
Page No. 123 - 132

Internal Marketing: The Effects and its Dimensions on Customer Citizenship Behavior in Insurance Branches

Authors : Mahdi Nasr Isfahani

Abstract: Considering the competitive world, today, in the service markets, attention to domestic and foreign strategies for survival and continuity is required. The purpose of the present study was to investigate the effects of internal dimensions (job security, satisfaction of rights and benefits, empowerment, informing, family work support, leader-follower relationship and reduction of discrimination between posts) on customer behavior. This study is a descriptive and survey method for gathering data. A researcher-made questionnaire was used to collect data. The reliability and validity of the questionnaire was established. The statistical population of the research included all employees of saman insurance company branches in Iran, containing a total of 912 people. The sample size of the study was 271 with a Morgan table selected randomly. SPSS Software was used to analyze the data. The results of the research indicate that internal marketing dimensions (job security, satisfaction of rights and benefits, empowerment, informing, family work support and reduction of discrimination between posts) are effective on customer’s citizenship behavior. However, the Leader-Peer relationship does not have a significant effect on customer behavior.

How to cite this article:

Mahdi Nasr Isfahani , 2020. Internal Marketing: The Effects and its Dimensions on Customer Citizenship Behavior in Insurance Branches. International Business Management, 14: 123-132.

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