The Effect of Internal Marketing on Employees’ Service Immersion to Customers

Purpose: This study seeks to identify whether internal marketing factors have a statistically significant positive effect on the flow of services to customers of bank service employees. Specifically, the purpose of this study is to confirm the importance of internal marketing in the employees services immersion to customers. In addition, the study seeks to identify whether employees perceived organizational support recognition mediates between internal marketing factors and the employee s immersion in services to customers. Research design, data and methodology: This study distributed 100 questionnaires to employees working at banks to obtain data. Finally, the study conducted a statistical analysis on a questionnaire of 94 employees. For regression, factor analysis, and reliability analysis, the 24 version of the SPSS was used. For the mediation analysis, the SPSS macro developed by Hayes was used. Results: This study seeks to statistically verify which factors of internal marketing have a greater impact on employee immersion in services. Conclusions: Research verification has shown that all elements of internal marketing affect the employee s immersion in services to customers. It was also shown that the employee s recognition of organizational support mediated the relationship between factors of internal marketing and the employee s immersion in services to customers..