THE EFFECTS OF INTERNAL MARKETING ACTIVITIES ON THE SATISFACTION AND PERFORMANCE OF SALESPEOPLE

Yıl 2018, Cilt: 7 Sayı: 3, 309 - 318, 30.09.2018

H. Nur Basyazicioglu M. Sukru Akdogan

Öz

Purpose- This study
firstly aims to explore the organization of business’s implementation of
internal marketing activities toward their sales-force and the determinants of
job satisfaction of sales personnel. Secondly, it aims to investigate the
relationship among internal marketing activities, job satisfaction, and
perceived performance of the sales team.

Methodology- A
face-to-face questionnaire was given to 158 sales personnel employed in malls.
The collected data was examined by confirmatory factor analysis and path
analysis.

Findings- It is
understood that enterprises in the retail sector have done internal marketing
activities such as education, communication, internal market research, and
incentives. It is seen that the satisfaction of the employees is related to job
qualification, colleagues, corporate image, and financial situation. In the
second part of the research, it is understood that the satisfaction level of
employees affects their performance. Finally, the study displays that there is
a positive relationship between internal marketing activities and employees’
performance

Conclusion- This study shows that internal marketing activities
have both direct and indirect effects on the performance of employees.

Anahtar Kelimeler

Internal marketing, salespeople, satisfaction, performance, path analysis

Kaynakça

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