The effect of internal marketing applications on employee satisfaction: A field study

Internal marketing, which is one of the modern marketing approaches, is possible by businesses seeing their employees as an internal customer in order to provide a quality service to the external customer. Internal marketing can be summarized as satisfying the needs of employees, attracting, motivating and staying in the organization. In this study, the definition, scope and purpose of the concept of internal marketing and job satisfaction were examined and the effect of internal marketing practices on job satisfaction was examined. The study is a quantitative study and the data was collected by the online survey method. In the study, 231 medical promotion representatives were reached using the snowball sampling method. The data obtained were analyzed using the SPSS statistical program. According to the findings obtained in the research results, the internal marketing levels did not differ significantly according to the demographic characteristics of the participants. A statistically significant and positive relationship was found between internal marketing and job satisfaction. The sub-dimensions that affect the effect of internal marketing on job satisfaction can be expressed as vision, development and reward, respectively. Keywords: İnternal Marketing, İnternal Costumer, Employee Satisfaction