Analyzing the effect of internal marketing on customerʹʹs satisfaction in insurance companies

When searching for service quality improvement, companies try to provide their customers more facilities and meet their needs faster. In order to do this smart and provident companies, change the way they behave and communicate with their employees and try to keep them satisfied. Researches have approved that customer’s satisfaction is derived from employee’s satisfaction. Internal marketing is a term that helps insurance companies to achieve their objectives in this way. Therefore this research is conducted to analyze the effect of internal marketing on insurance customer’s satisfaction. In order to gather the required data for this research, secondary data resources were used and the research team has used a questionnaire to analyze the statistical population’s (Insurance companies’ employees in the city of Tehran) viewpoints. This research is of the applicable type regarding the research’s goal, and is a survey research regarding the data collection method. In order to analyze the research’s hypotheses a questionnaire made of 30 questions (Likert scale) was designed. After testing the questionnaire’s reliability and validity it was distributed among 250 of insurance company’s employees. This sample was derived from random cluster sampling method. To analyze the data obtained from the questionnaires, Kolmogorov- Smirnov and Wilcoxon test methods such as single-sample were used. After analyzing the gathered data derived from the questionnaire, all the research’s hypotheses were approved. Therefore we conclude that providing the internal customers (employees) with better services results in providing external customers with better services.