The effect of internal marketing on customer orientation through organizational citizenship

The call center industry has grown significantly in recent years due to the increasing demand for customer service and support across a variety of industries. Organizations with a customer-centric approach are more likely to succeed in today's highly competitive business environment. This has led to an increased interest in intrinsic marketing as a way to improve customer orientation and organizational citizenship behavior among call center employees. In this context, this study examines the impact of intrinsic marketing through organizational citizenship on customer orientation in call centers. The study was conducted with the participation of 433 employees working in a large call center. For the model determined in line with the purpose of the research, convenience sampling method was used as the data collection technique and the survey questions obtained from the studies in the literature were used. The data obtained were analyzed using SSPS and AMOS programs. As a result of the research, it was determined that internal marketing has a positive effect on customer orientation and organizational citizenship. It was also found that organizational citizenship positively affects customer orientation. In addition, within the scope of the purpose of the study, the mediating effect of organizational citizenship between intrinsic marketing and customer orientation was examined and it was concluded that it was fully mediated. This shows that intrinsic marketing practices increase the level of organizational citizenship of employees and increase their likelihood of showing customer orientation behaviors.