The Impact of Direct and Indirect of internal marketing on service quality and mediating role of OCB CASE: Iran Insurance Company

Internal Marketing is attracting, developing, motivating, and retaining qualified employees through job-products that satisfy their needs. Organizational citizenship behavior is conceptualized as synonymous with the concept of contextual performance, defined as ‘performance that supports the social and psychological environment in which task performance takes place. Service quality is defined as how well the service meets or exceeds the customers’ expectations on a consistent basis. The conceptual framework presented here derives from a thorough analytical and critical review of the literature on the relationship between internal marketing and the services quality, the role of organizational citizenship behaviors among internal marketing and the services quality and also the impact of internal marketing on the service quality. This study uses a Structure Equation Model (SEM) analysis to examine and measure five categories which reflect most of the employees’ discretionary behaviors that can influence the customer-employee interaction facet of Service quality. The statistical population consists of customers who have used services offered by Iran Insurance Company in Isfahan. Random sampling method has been applied to select the appropriate sample. The examinations were done through 190 available questionnaires. Results based on SEM outputs demonstrate acceptance and confirmation of all studied factors. These findings indicate that Internal Marketing has a positive effect on organizational citizenship behavior, Organizational citizenship behavior has a positive effect on service quality and Internal Marketing has a positive and direct effect on service quality.