Investigating the relationship between internal marketing and product quality through employee satisfaction

Today, in order to satisfy customers and increase their loyalty, service and manufacturing institutions are always trying to create various competitive advantages, based on which, they have often made marketing research and quality improvement as the main focus of their research. The purpose of this study was to investigate the relationship between internal marketing and product quality due to employee satisfaction among employees and customers in the dough production company (instant dry yeast) with 360 employees, which has been done by descriptive and survey methods. The statistical sample of this study, which was selected from the dual statistical population of employees and customers, included 248 employees working in the factory and head office, as well as 355 customers of this product. To obtain this sample size for the customer population, the sampling method is based on the thumb rule and for the employee population, the simple random sampling method is used. The required data were collected 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. The results of this study showed that there is a significant relationship between internal marketing and product quality due to employee satisfaction, which then the researcher made some suggestions based on this