Dynamism of growing competition and environmental organizations have to work much more competition will be satisfied with their customers to have won, the other hand new customers. In the organization of services like insurance companies as the factors that can be important to improving quality of services, Internal marketing. A Internal marketing activities in the development of an important organization is customer oriented. The main aim of internal marketing knowledge of the internal and external customers and removing the obstacles in the way to value and quality of services is part of an organization. Present research in order to investigate factors internal marketing behaviors internal customers (Employees) private insurance companies in Guilan province as service organizations have been done. It is investigating the concept of domestic marketing as the reason for confidence-building, job satisfaction and loyalty of employees examine and test. The research questionnaire of literature and research questionnaire derived from the standard, to prove its narrative of the experts also is used. Research method and a description of the kind of solidarity, the research statistics include employees of private insurance companies of Guilan province (Rasht city) among them by using abstract simple 130 staff and finally selected 115 questionnaire used and with Lisrel soft ware analyzed. Values of the model parameters fitted to the suitability of the model .The research indicates: Internal marketing and The trust managers, job satisfaction and loyalty internal customers positive relationship and meaningful.
کلید واژگان :Internal Marketing, Insurance, Job Satisfaction, Internal Customers(Employees), Loyalty.
ارزش ریالی : 300000 ریال
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