Impact of Internal Marketing on Market Orientation and Business Performance
Khansa Zaman, Neelum Javaid, Asma Arshad, Samina Bibi

Abstract
The purpose of this paper is to investigate the impact of internal marketing on commercial banks’ organization commitment, market orientation, and business performance. Data collection from 12 commercial banks of Pakistan was targeted. Quantitative approaches were used for data collection from 500 bank employees and effective data was further analyzed by using inferential techniques on SPSS 18.00. The findings of the study suggested that internal marketing programs had a significant impact on employees’ commitment, their market orientation and overall profitability of the firm. In addition, the mediating relationship of organization commitment with internal marketing and market orientation was not supported. The paper investigates the associations by adding a cultural value aspect of Hofstede suggested by Awwad and Agti (2011), and study is extended by incorporating element of business performance and market orientation in a single study. The findings support the originality of the work. Additionally, parsimonious aspect is followed by taking the only mediating variable i.e. organization commitment. Lastly, this paper is one of few papers that focus on internal marketing in Pakistani banking industry adds to its originality.


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