Investigating the Effect of Internal Marketing on Employee Happiness in University of Isfahan

Internal marketing seeks to enhance employees’ satisfaction as internal customers of the corporation. Therefore, its purpose is continuous improvement in offering the products and services across the corporation. In this regard internal marketing can be considered as an enhancer which creates an attractive workplace for employees. Attractive workplace is defined as creating a climate that gives rise to happiness for employees. And employees’ happiness is finally resulted in their fulfillment. In this study, the effect of internal marketing on employee happiness is investigated.
This survey was conducted using descriptive-field method. It was carried out in University of Isfahan. The statistical population included 910 employees of the university. Field methods and questionnaire were used to gather essential information. Data were gathered through two standard questionnaires of internal marketing (Rafiq & Ahmad) and happiness (Oxford). Reliability of the questionnaire was obtained by means of Cronbach’s alpha coefficient that was equal to 0.97 and 0.95 for internal marketing and happiness respectively. Validity of the questionnaire was confirmed implicitly but face validity was applied for more confidence. SPSS and Amos were used to analyze data descriptively, assess the credibility of the model and test hypotheses. Results indicated that the main hypothesis under the heading "internal marketing affects employee happiness" was confirmed. Also all sub-hypotheses entitled aspects of internal marketing (internal product, pays, place, and internal promotion) have a positive effect on employee happiness.