The effect of internal marketing on internal marketing: An application in the service sector

The service sector has been experiencing rapid developments in recent years. The importance given to the service issue within this sector is increasing every day. Businesses feel the need to use different services in order to adapt to the ever-changing and evolving environmental conditions. The concept of internal marketing varies depending on the development of service marketing and the retention of quality employees in parallel with the development of the service sector. Internal branding refers to the process of processing employees and business processes in a planned manner consistent with the business identity, brand identity and business values of the enterprises. In this study, it was attempted to determine whether the enterprises that prefer internal branding have an impact on internal marketing. In this study, the effect of internal marketing on internal branding was examined. It is one of the rare studies studied in both subjects. For this purpose, data was obtained by applying face-to-face surveys to 204 people working in the service sector in Kütahya province. Correlation analysis was performed to determine the relationship of dimensions with each other in conjunction with Factor Analysis. Finally, in order to examine the effect of internal marketing sub-dimensions on internal branding sub-dimensions, the findings, interpretations and results and suggestions related to the research are included with regression analysis and it can be said that internal marketing has a positive effect on internal branding. Keywords: Internal Marketing, Internal Branding, Service Sector