Linking IM with Customer Loyalty: A Dyadic Analysis

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The purpose of this paper is to investigate the effects of internal marketing on customer loyalty and the mediating role of job satisfaction, affective commitment & organizational citizenship behaviour in their relationship. The analysis is based on a dyadic data set of front-end service employees and customers. It involves responses provided by the 150 dyads collected through quantitative self-administered questionnaires from telecommunication organizations of Pakistan. Findings demonstrate that internal marketing has a positive significant effect on job satisfaction, affective commitment and organizational citizenship behaviour. Furthermore, the theoretical model shows that organizational citizenship behaviour, affective commitment and job satisfaction act as mediators between internal marketing and customer loyalty. This study implies that IM is very beneficial and effective approach towards the customer positive behavioural outcomes such as customer loyalty.

Cite this paper

Awan, H. , Siddiquei, A. , Jabbar, A. , Abrar, M. and Baig, S. (2015) Linking IM with Customer Loyalty: A Dyadic Analysis. Journal of Service Science and Management, 8, 216-228. doi: 10.4236/jssm.2015.82024.


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