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

Abstract

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.

Keywords

• Internal marketing,salespeople,satisfaction,performance,path analysis

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