Proposed Model of the impact of internal marketing and organizational citizenship behavior on customer satisfaction and its reflections on the company image- An application on service credit cards (visa)

Research Abstract

External customer satisfaction about product Supports company image , which can be achieved through applying the concept of internal marketing, which aims to satisfy the needs and desires of employees and thus achieve satisfaction of employees, and this satisfaction lead to organizational citizenship behaviors and thus achieve external customer satisfaction about the product offered by the company. Therefore this research aims to understand the relationship between the internal marketing and organizational citizenship behaviors and their impact on customer satisfaction and its impact on company image , In order that the researcher used questionnaires to get information to complete the field study has been confirmed by the field study on the existence of a relationship effect positive correlation between internal marketing and organizational citizenship behavior, and the existence of a relationship effect positive correlation between the of organizational citizenship behavior and customer satisfaction, and the existence of a relationship effect positive correlation between customer satisfaction and company image , and this for direct relations As for indirect relations lost study confirmed that the organizational citizenship behavior mediates the relationship between internal marketing and the company image , as well as mediating behavior organizational citizenship the relationship between internal marketing and customer satisfaction.

Research Keywords

Proposed Model of the impact of internal marketing and organizational citizenship behavior on customer satisfaction and its reflections on the company image- An application on service credit cards (visa)