The Mediating Role of Corporate Image and Job Satisfaction in the Effect of Internal Marketing on Employee Performance

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Çelik Z., Saydan R., Dülek B.

4th International Conference on Scientific and Academic Research, Konya, Türkiye, 19 - 20 Temmuz 2024, ss.427-434

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: Konya
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.427-434
  • Van Yüzüncü Yıl Üniversitesi Adresli: Evet

Özet

The aim of this study is to examine the effect of internal marketing on employee performance and the mediating roles of both corporate image and job satisfaction in this effect. A face-to-face survey was used to collect the research data. Data were collected from 278 employees of a national cargo company. Jamovi software was used to perform statistical analyses of the data collected. The results of the statistical analysis show that internal marketing has a direct positive effect on employee performance and also that internal marketing has an indirect effect on employee performance through the mediating roles of both corporate image and job satisfaction. In addition, internal marketing has a direct positive significant effect on corporate image and job satisfaction, while corporate image and job satisfaction have a direct positive effect on employee performance. The results obtained are discussed.