Analyzing the role of internal marketing in improving product quality based on the structural equation model

Today, with increasing competition between different service and manufacturing organizations in order to gain new customers and then attract more satisfaction and loyalty to increase sales and thus higher profitability, managers and business owners are eager to find a way to achieve this goal. One of the most important factors that can be very important in attracting and retaining customers is quality. Studies show that if employees are completely satisfied with their organization, they will do their best to increase quality in any situation. The purpose of this study was to investigate the position of internal marketing in improving product quality according to the mediating role of job satisfaction in a private company producing instant dry yeast with about 360 employees. This research has been done by descriptive and survey method. The statistical sample of the research included 248 employees working in the factory and head office as well as 355 customers of this product. This sample size was used for the customer population by cluster sampling method and for the employee population by simple or systematic random sampling method. The required information was collected through statistical samples by researcher-made questionnaires. In this study, SPSS software version 26 was used to describe information and model structural equations using Amos software version 24 to answer research hypotheses. Finally, the results of the study showed that all hypotheses with direct and indirect path are confirmed, in other words, there is a significant relationship between all hypotheses.