A research on the effect of internal marketing on innovative work behavior in businesses

Today, as the world changes, the scope of marketing concept is expanding day by day, and it now encompasses not only the population to whom the product or service is intended to be sold, but also the employees of the companies that make it. With the affects of the Covid-19 pandemic, which appeared in 2019 and afflicted the entire world in 2020, and the "great resignation," which began in the USA and had an impact all over the world, retention has become another key concern for organizations. In today's business world, where finding competent staff is becoming increasingly difficult, organizations pay attention to using internal marketing aspects to retain their employees. Establishing the mechanisms that will support innovative business behavior within the organization is another element in the business plans and strategic agendas of organizations in order to distinguish themselves from their competitors and to be a pioneer, different, and preferable in the business area they are in. This academic study aims to show how internal marketing aspects inspire innovative business behavior in companies that have established their policies and practices regarding their employees in accordance with these principles. In my study, an online questionnaire was distributed to over 1000 employees, and an analysis study was conducted utilizing statistical package programs based on response from 367 distinct persons. This research's descriptive statistics were calculated. The reliability test was conducted to ensure that the scales employed in the study were reliable. The validity of the scales was demonstrated using Confirmatory Factor Analysis, one of the Structural Equation Modeling analyses. In the AMOS 23 program, analyses were implemented. The Shapiro Wilk test was used to assess the assumption of normality as the first stage in the statistical investigation. The structure of the structural equation model, the acquired regression coefficients, the standardized regression coefficients, the critical ratio, the dependent variable's disclosure rate, and the significance test statistics were all calculated. 18 different hypotheses were created throughout the study, and hypothesis testing were conducted as part of correlation and regression analyses. As a consequence of the research, it was discovered that internal marketing and innovative work behaviour had a strong positive relationship.