Corporate reputation and customer orientation in the context of internal marketing: A research on public banks

The aim of this study; The aim of this study is to investigate the relationship between the internal marketing activities of employees in public banks and their perceptions of corporate reputation and customer orientation tendencies. The population of the research consists of 235 personnel working in public banks in the center of Balıkesir. It was tried to reach all of the personnel, but 208 usable questionnaires were included in the analysis. Factor, ANOVA, correlation and regression analyzes were performed on the data. As a result of the analysis, H1 hypothesis (there is a positive and significant relationship between internal marketing (and its sub-dimensions) and corporate reputation (and its sub-dimensions) and H2 (there is a positive and significant relationship between internal marketing (and its sub-dimensions) and customer orientation. ) the ayes have it. The H3 hypothesis (employees' evaluations of internal marketing practice differ according to their working hours) was accepted as a result of the ANOVA analysis (0.033<0.05). The H4 hypothesis (employees' evaluations of internal marketing practice differ according to age groups) was rejected because it had a significance value (0.455>0.05) for the result of the ANOVA analysis. As a result, it was concluded that there is a significant and positive relationship between the internal marketing approach and corporate reputation, and there is a significant and positive relationship between the internal marketing approach and customer orientation.