Analyzing the Influence of Internal Marketing on Organizational Performance in Travel Agencies of Tehran Using Structural Equation Modeling

Document Type : Original Article

Authors

1 Assistant Professor, Department of Management, Faculty of Humanities, Persian Gulf University

2 M.A. student of Management, Nore Touba Institute

Abstract

Employees are one of the most critical elements of service organizations. They play an important role in delivering service to customers. Implementing an internal marketing plan leads to training, motivating and directing personnel and their higher satisfaction. Therefore, they can be able to provide higher quality of services to customers. They ultimately enhance performance in service organizations. This subject is critically important and therefore, it this research an attempt has been made to determine main elements of internal marketing and to investigate its influence on organizational performance. For this purpose, a questionnaire has been developed and distributed to 72 managers and employees of travel agencies. The collected data has been analyzed using Structural Equation Modeling and Amos software. In this research, internal marketing is the independent variable and organizational performance is the dependent variable. Findings of research confirm the conceptual model. Findings indicate that internal marketing has direct and positive influence on organizational performance.

Keywords

References

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History

  • Receive Date: 14 June 2016
  • Revise Date: 19 July 2018
  • Accept Date: 14 June 2016
  • First Publish Date: 14 June 2016

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