The effects of internal marketing activities on organizational commitment and a survey research on a firm's employees

In recent years, internal marketing has been an important concept in marketing. As a part of holistic marketing, it has an effective role in business performance. Employees are key elements of marketing mix in satisfying customers in service marketing. Therefore the more skills of employees and trained customer oriented, the higher business performance. In this context, the level of organizational commitment of employees also increases by internal marketing activities. Because, business management via internal marketing accepts the employees as a value of the establishment. This study investigates the concepts of internal marketing and organizational commitment and also places the research findings conducted on the employees of a service firm. According of the research results, internal marketing affect the organizational commitment and its components affective, continuance and normative commitment.