Study of effects of internal marketing on customer orientation (food & drug distribution companies of Kermanshah province)

ABSTRACT: Nowadays, the pioneer companies are trying to increase their profitability through satisfying the needs of their customers by using the best possible way. This point is the most crucial basis of their success which is based on a customer orientation strategy, but many of these companies have neglected their employeesʹ satisfaction as their internal customers, and presently, importance and determinant role of internal customer (employee) of organization in making external marketing plans successful have been clearer than before as the concept of internal marketing has been outlined. Therefore, present research studies effects of internal marketing on customer orientation within food and drug distribution companies in Kermanshah province. To this end, 9 hypotheses were made, research method is descriptive_ correlation and obviously based on structural equations (AMOS) model, being an applied one in terms of its goal. Statistical population consisted of marketers and directors of marketing of food and drug distribution companies, sample were taken classifiably and observation related to the questionnaire and variables of each hypothesisʹs items on the scale of 1- 20 were provided. Given data gathered from 165 statistical samples, it can be said that there is a significantly positive correlation between internal customer and customer orientation and 2 of 9 hypotheses were rejected and remaining ones were supported. In addition, regression model fitted among independent and dependent variables was signification and appropriate.