The Study of the Internal Marketing Effects on Customer Oriented Process (Case Study: Askarieh Corporation, Rasht City, Iran)

Direct interaction of the employees and the customers is one of the important figures of services and it has a determining role in costumer oriented behaviors in encountering the customers. One of the main aspects for improving and reinforcing of service qualities and customer oriented process in organizations is the type and the quality of relationships between the customers and the employees. The purpose of this investigation is to study the internal marketing effects on customer oriented process in Askarieh corporation in the city of Rasht. In this research we try to study the relationship between internal marketing and customer oriented process from an experimental point of view. To do this, we used questionnaire. The research method used is survey correlation. The sample is selected from 201 employees of the Askarieh corporation branches in Rasht city. The analysis of the results shows that there is a positive and significant relation between the internal marketing and the customer oriented process. Focusing on the need satisfaction and the wishes of the staff inter the organization and considering its important role as a competitive advantage we can reach to the reinforcement of customer oriented spirit, having loyal customers and more successes in the market share.