Internal Marketing: A Step towards Improving Organizational Citizenship Behaviors and of Services Quality

Nowadays, by the daily expansion of service industries, the subjects of service marketing and service quality have been converted into vital issues for all organizations. Abundant attempt of organizations in this area is a clear evidence of this claim. In the past years, organizations have tried to provide high quality service and better external customer satisfaction through external marketing concepts and attitudes of external marketing. One of the important specifications of services is the employees 'direct interactions with customers and the determinant role of their customer-orientation behaviors in contact with customers. Therefore, to gain superior service quality thus external customers ’satisfaction, we should have employees (internal customers) who are obligor to the company's goals and visions. They should also have customer-orientation behaviors. Nowadays, with the introducing of internal marketing concept, the importance of organization's internal customers (employees) in the success of external marketing plans has become more obvious. Researches have indicated that there is a close interaction and relationship between internal and external marketings. According by, the present research was conducted to identify the effect of internal marketing's effect on organizational citizenship behaviors and quality of services. The research methodology was survey - correlation based on the structural equationsmodel. Using conceptual model (path analysis), the obtained results indicated that internal marketing effect in Great Tehran Gas Company (GTGC) has increased organizational citizenship behaviors of the employees as well as the quality of services.