Effect of internal marketing on internal customer satisfaction and job performance: A research on educational institution's employees in Istanbul

In this study, it was aimed to examine the effect of teachers' perceptions about internal marketing practices who work for private institutions in education market in Istanbul on their internal customer satisfaction and job performance. Thusly, a survey was made with 238 teachers working at private institutions operating in education market in Istanbul between 25th September 2022 and 25th November 2022. In the survey, there were 7 demographical questions, Internal Marketing Scale developed by Foreman and Money (1995) with 15 statements, Internal Customer Satisfaction Scale developed by Macdonald and MacIntyre (1997) with 10 statements, and Job Performance Scale developed by Kirkman and Rosen (1999), revised by Sigler and Pearson (2000) and adapted into Turkish by Çöl (2008) with 4 statements. For data analysis, SPSS-21 statistics program was used. As the result of the research, it was found that internal marketing has significant, positive and partial effect on internal customer satisfaction; internal marketing has significant and positive effect on job performance, and internal customer satisfaction has significant and positive effect on job performance. Keywords: Marketing, Internal Marketing, Internal Customer, Internal Customer Satisfaction, Job Performance