The role of internal marketing implementations in terms of customer and intrapreneurship oriented behaviors of employees in service firms

This research is conducted in order to examine the relationship between perceptions of service employees about internal marketing implementations of service firms and their customer-orientation, intreapreneurship behaviors, corporate satisfaction and commitment feelings in the context of the service. In order to meet this aim, data were collected from 707 participants working in service businesses such as retail, health, banking, education, municipal services and accommodation operating in Mersin and Aksaray with a data collection tool based on the quantitative research method. The data has been analyzed by using Descriptive Statistics, Factor Analysis, Pearson Correlation Coefficient, Multiple Standard Regression Analysis, Independent Sample t test and Analysis of Variance (ANOVA). These results indicate that employees' customer orientations, internal entrepreneurship behaviors, corporate satisfaction and commitment feeling differ with regard to application level of perceived internal marketing in service firms. As well as, depending on the demographic and personal characteristics about business of the participants, differentiated of perceived internal marketing implementations, self-evaluation based customer and intrapreneurship behaviors, corporate satisfaction and commitment levels have also been determined.