The relationship between internal marketing and service quality in sport and youth organization in Golestan province

The concept of Internal Marketing (IM) is a relatively new approach that has been investigated by researchers and adopted by companies in order to enhance the quality of their products and services and to achieve a better performance. The aim of this study was the relationship between internal marketing and service quality in sport and youth organization in Golestan province.

This study was correlational and was applied quantitative approaches. The population of the study were all experts of the sport and youth organization in Golestan province (n=110). Since the number of staff is limited, the sample was considered equal. Two questionnaires include Servqual (Parasuraman et al , 1985) and internal marketing ( Mooney and Forman,1995) was used.

The significance level for all tests were considered p≤0.05. Test results showed that the concept of internal marketing has positive relationship with the quality of service in sport and youth organization in Golestan province p≤0.05. Managers should help employees develop their vision and laid out a vision that is worthy of organization and consensus. As well as development of training and staff skills and competency-based reward system, personnel support to improve performance