Internal Market Orientation: An Empirical Investigation in Banking Sector

Considering the share of service section in the national economy and the importance of gaining a sustainable competitive advantage and customer satisfaction in service sectors, especially through a valuable source of human capital, this study seeks to investigate the relationship between internal market orientation and customer satisfaction by analyzing the mediating role employee commitment and employee satisfaction in the banking industry. based on the results of this study, the effects of internal market orientation on organizational commitment and job satisfaction as well as the effects of job satisfaction on employees' organizational commitment and their perception of customer satisfaction are positive and significant. in addition, the mediating role of job satisfaction in the relationship between internal market orientation and organizational commitment, the mediating role of job satisfaction in the relationship between internal market orientation and employee perception of customer satisfaction, and finally the mediating role of organizational commitment in the relationship between internal market orientation and employee perception of customer satisfaction has been confirmed.

Internal market orientation: An empirical investigation in Banking sector

Considering the share of service section in the national economy and the importance of gaining a sustainable competitive advantage and customer satisfaction in service sectors, especially through a valuable source of human capital, this study seeks to investigate the relationship between internal market orientation and customer satisfaction by analyzing the mediating role employee commitment and employee satisfaction in the banking industry. Based on the results of this study, the effects of internal market orientation on organizational commitment and job satisfaction as well as the effects of job satisfaction on employees' organizational commitment and their perception of customer satisfaction are positive and significant. In addition, the mediating role of job satisfaction in the relationship between internal market orientation and organizational commitment, the mediating role of job satisfaction in the relationship between internal market orientation and employee perception of customer satisfaction, and finally the mediating role of organizational commitment in the relationship between internal market orientation and employee perception of customer satisfaction has been confirmed.