Analyzing the Influence of Internal Marketing on Employee Happiness Case study: Nilou Tile Company, Isfahan

Nowadays many managers implement internal marketing simultaneous with external marketing programs. This due to the result of the research that (1) address internal marketing as a prerequisite for the success of external marketing, (2) show significant relationship between internal marketing, organizational performance, and employee satisfaction. On the other hand, satisfaction and happiness are important goals which every person seeks in his life and work. Hence, this study examines the impact of internal marketing on employee happiness. Furthermore, in this study, the effect of internal marketing aspects (internal product, pays, workplace, and internal promotion) on employee happiness as subordinate hypothesis is investigated. This survey was carried out in tile industry; Nilou Tile Company. Statistical population included 700 employees of the company. Field methods and questionnaire were used to gather essential information. In this study, 200 questionnaires were randomly distributed to employees. Eventually 180 questionnaires were returned. SPSS and Amos were used to analyze data descriptively, assess the credibility of the model and test hypotheses. Results indicated that all sub-hypotheses as the aspects of internal marketing have positive effects on happiness except for products. In addition, the main hypothesis under the heading "internal marketing affects on employee happiness" was confirmed.