چکیده:
Nowadays، with increasing service industries، service marketing and service quality have become an important challenge to organizations. The attempts of organizations in this situation are witnesses to this matter. In the past years، the organizations tried to reach service quality appropriation and satisfaction of self-external customers by concepts and approaches of external marketing. One of the important features of service is the direct interaction with customers and having customer-oriented behaviors. Furthermore، with introducing the internal marketing and the important roles of it، an internal customer of organizations، on achievement of organizational plans، was noted to internal marketing more and more than before. So، the study researchers are going to argue about internal marketing and the effect of it on organizational citizenship behaviors and service quality and the important role of it on development and improvement of service quality by using organizational citizenship behaviors.
خلاصه ماشینی:
Internal Marketing, Organizational Citizenship Behavior, Service Quality, Structural Equations Model * Corresponding Author, Tel: +989121425323 Email: mahdi_salehi54@yahoo.
In sum, these definitions indicate that internal marketing is a philosophy for the management of comparatively large service organizations, where the employees are viewed as a customer market and with the overall objective of enhancing the service quality.
Landrum, Prybutok, Zhang & Peak (2009) studied measuring IS system service quality with SERVQUAL as users' perceptions of relative importance of the five SERVPERF dimensions.
According to the above contexts, it can be said that the conceptual framework of the present study is as follows: (View the image of this page) Hee Yoon and Suh (2003) considered organizational citizenship behaviors and service quality as external effectiveness of contact employees and the empirical results show that contact employees' job satisfaction and trust in manager are significantly related to OCB and their active engagement in OCB has a positive relationship with the perception of service quality.
This study proposes a model of customer-contact service employee management that examines organizational citizenship behaviors as critical links between aspects of the employee-organization relationship (perceived organizational support, organizational identification) and customers' perceptions of service quality.
The findings of the present study are confirmed with the studies about OCB, internal marketing and service quality by Hee Yoon and Suh (2003), Bell and Menguc (2002), George (1990) and Rego and Cunha (2008).
The employee-organization relationship, organizational citizenship behaviors, and superior service quality, Journal of Retailing, 78(2), 131-146.