The Influence of Internal Marketing on Internal Service Quality Mediated by Job Satisfaction and Employee Loyalty

Abstract

Internal marketing is a planned effort aimed at progressing employees through a marketing approach in order to implement and synchronize the company's consumer-focused strategy. The goal of this research is to see if there is a link between internal marketing and internal service quality in university organizational management, which is mediated by job satisfaction and employee loyalty. This study is a survey-based qualitative study. Cross-sectional analysis was used in the study. In the Special Region of Yogyakarta, the population is made up of lecturers from private universities with an a rating. Using the Proportional Random Sampling approach, a total of 220 respondents is required. A questionnaire was used, which had been evaluated for validity and reliability. The study's findings suggest that high job satisfaction leads to high employee loyalty, which leads to good internal service quality. As a result, if internal marketing is mediated by job happiness and staff loyalty, it can affect internal service quality. Because internal marketing and job satisfaction have no direct effect on internal service quality, this study concludes that job satisfaction and employee loyalty play a full role as a mediator.

Keywords: Internal Marketing, Internal Service Quality, Job Satisfaction, Employee Loyalty

DOI: 10.7176/JESD/13-6-09

Publication date:March 31^st 2022