An empirical investigation on the impact of internal marketing on organizational effectiveness within human resource capabilities perspective (Case study: Islamic Azad University branches in region 4 of Isfahan municipality)

The purpose of the current study is to determine the impact of internal marketing on organizational effectiveness. The statistical population consists of managers and experts in Azad university branches in region 4 of Isfahan municipality. In order to collect data, we used 35 to capture ideas and perceptions of 120 managers and experts selected as the sample of the research. The conceptual model of the study was proposed based on literature review and examined through LIZREL software. The findings indicate that internal marketing has an indirect impact on organizational performance and through human resources' potential. In other words, human resources' improvement derived by internal marketing affects organizational effectiveness. The suitability of the model was confirmed by amount of goodness indexes (GFI= 0.99, AGFI=0.96).