The Effect of Internal Marketing on the Willingness to Re-Enroll Students of Non-Governmental Physical Education Preschools in Tehran with the Mediating Role of Staff Satisfaction

Monitoring and paying attention to influential factors in creating a positive desire for the field of education is very important. The purpose of this study was to investigate the effect of internal marketing on the willingness to re-enroll students of non-governmental physical education preschools in Tehran with the mediating role of staff satisfaction. The purpose of this study was applied, and the research method was based on structural equation modeling. The population of the present study was all stakeholders of physical education schools including managers, teachers and students of six physical education schools in Tehran (N= 750). Based on Morgan's sampling table, 256 individuals were selected as available statistical samples. Findings showed that there was a significant relationship between internal marketing and components of customer satisfaction (Sig = 0.001, t = 2.449); there was also a positive and significant relationship between internal marketing and the desire to re-register customers (Sig = 0.001, t = 2.737). In addition, there was a significant relationship between the components of internal marketing, internal service, payment, communication and re-attendance of students in physical education schools in Tehran. All indicators demonstrated the desirability of the structural equation model and satisfaction was a significant mediator between internal marketing and tendency to re-register (Sig = 0.001, t = 6.178). When teachers and staff of physical education colleges have better job security, receive better rewards, salaries and benefits, they will be more motivated to serve students, and these favorable conditions will lead to a desire to re-enroll students. Therefore, it is recommended that appropriate job security be created for teachers and staff of vocational schools and this issue be seen as an organizational culture and policy in education.