The relationship between internal marketing and marketing performance in service institutions

Abstract

This study aims to know the relationship between internal marketing practices and marketing performance in service institutions, by studying two models that highlight the relationship between them and are considered models that support the importance and role of internal marketing as a service-profit chain, as well as the success cycle in the service institution, which emphasize the sequence of results that can result from the application of internal marketing; By focusing on employees by generating their desire to work by providing material and moral incentives, spreading the culture of empowerment and expanding the delegation of powers and training and developing them with everything that serves the interest of the institution, internal marketing contributes to the
success of the institution and the growth of its profits through employees first by achieving their satisfaction, which in turn will be reflected in the satisfaction of their customers, and thus these customers, through their highest levels of satisfaction, will represent a good advertising position for the institution, which leads to improving its marketing performance by improving its market share, growing its sales and increasing its profitability, thus achieving its goals.