An examination of the impact of internal marketing and marketing capabilities on organizational performance

The aim of this thesis is to investigate the relationship between internal marketing, marketing capabilities, and organizational performance, as well as to determine whether there are significant differences among participants in terms of their demographic characteristics. Internal marketing refers to the adoption of a marketing approach towards an organization's own employees and encourages employees to think in a customer-centric manner. Marketing capabilities, on the other hand, reflect an organization's ability to manage its marketing activities and are critically important for creating a competitive advantage. Organizational performance is considered the ability of a business to achieve its set goals and is vital for long-term sustainability. In this study, employees of a private language school operating in Turkey were selected as the sample. Data was collected through a questionnaire prepared in line with the research objective. After evaluating 137 data points, the research results indicate that internal marketing and marketing capabilities have a direct positive impact on organizational performance. Furthermore, it was found that marketing capabilities have a mediating effect. In light of these results, recommendations have been made for businesses and future studies.