Examining and explaining job and organizational consequences of internal marketing (case study: the insurance industry)

The purpose of this study is to explore the impact of internal marketing on job consequences (job satisfaction, job involvement and job engagement) and organizational consequences (organizational commitment, organizational identity and perceived organizational support) in Pasargad insurance branches in Tehran. In this survey, target population includes all employees in Tehran’s Pasargad insurance branches and sampling method was two step cluster sampling. Samples volume, according to Cochran formula, determined 385 people, and data gathering tool was questionnaire and data analysis method was structural equation modeling using SmartPLS2.0.M3 software. According to study’s finding, there is a significant impact of internal marketing on job satisfaction, job involvement and job engagement. Also significant impact of internal marketing on organizational commitment, organizational identity and perceived organizational support was confirmed. This study investigates a comprehensive model of exploring the impact of internal marketing on job and organizational consequences in Iran’s socio-cultural context and non-governmental sector.