The role of communication on internal and external marketing: case study on dealers of Total Oil Turkey Inc.

The aim of this research is to determine the role of communication on internal marketing activities for employees and external marketing activities for customers. In line with the research hypothesis, comparisons are made according to the educational status, positions and experiences of employees from 40 station which are fueled by the SADAŞ filling facility of Total Oil Turkey Inc. A total of 220 employees, including manager, pumper, market officer and washing officer, participated in the survey. A survey was applied to the employees and the results of the survey were analyzed statistically using the SPSS 24.0 program. In addition, an interview form was prepared and 60 fuel consumers were asked to select the most visually attractive ones among the top five companies in the sector.Firstly, relationship between organizational communication, internal marketing and external marketing has been examined. Positive relationship was found between variables. Subsequently, organizational communication, internal marketing and external marketing sub-dimensions were determined and they were found to differ according to the employees' experiences, positions and educational status. According to the interview results, it is seen that the Total gas stations which have the latest view chosen by the firm are more preferable by consumers.