Article

 

THE EFFECT OF INTERNAL MARKETING ON CUSTOMER SATISFACTION TAKING INTO ACCOUNT THE SOCIAL RESPONSIBILITY OF THE ORGANIZATION (p.91-107)

by

Zahra Ramzanpour, AZAD UNIVERSITY OF BABOL, MAZANDRAN

Mehdi Roholalamini, AZAD UNIVERSITY OF BABOL, MAZANDRAN

Shahrbanoo Gholipour, AZAD UNIVERSITY OF BABOL, MAZANDRAN

Keywords : Internal Marketing, Customer Satisfaction, Organizational Social Responsibility

JEL classification : M14, M31, M39, M19, G29, G39

Abstract

The purpose of this study is to explore the mediating role of social responsibility impacts on internal marketing regarding customer satisfaction. The statistical study of population is based on the customers of the branches of Saderat Bank in Rasht. Four hundred seventeen people were selected as a sample- based evaluation on Cochran's formula based on available cluster sampling. Data collection tool was used as a standard questionnaire to analyze the data from the structural equation modeling method based on Minimal Square approach by using Smart PLS3 statistical software. Findings showed that internal marketing has a positive and significant effect on social responsibility, and social responsibility on customer satisfaction. Also, the mediating role of social responsibility which impacts on internal marketing for customer satisfaction was also confirmed. Therefore, it can be stated that by promoting social responsibility and internal marketing, the level of customer satisfaction in Rasht Saderat Bank could be improved.