Analysis of the position of social capital in the relationship between internal marketing and service quality

Every progress takes place in different fields, while it affects that field, it also causes progress in other fields. Providing the right service quality is one of the basic strategies for the survival of the organization. The activities of employees in service organizations are related to the customers of the organization. These activities are a vital factor in developing effective relationships with customers. Creating an effective relationship between managers and employees is one of the points of interest in internal marketing theory. The purpose of this research is to investigate the relationship between internal marketing and service quality through the moderating role of social capital (case study: Parsian Insurance of Mashhad). In order to achieve this goal, hypotheses were proposed. In terms of the research method in the survey-descriptive research group, it is of the correlation type. According to the subject, assumptions and purpose, the present research is a part of applied research. In order to collect data, a sample of 384 questionnaires (including 55 items) and a 5-point Likert scale was distributed among the customers of Parsian Insurance in Mashhad. Finally, for the statistical description of the research variables, average, standard deviation, minimum and maximum statistics and column charts were used with the help of SPSS software (25). Research hypotheses will be investigated and analyzed with the help of SEM structural equation method and Smart PLS(3) software. The findings show that there is a positive relationship between internal marketing dimensions and service quality. Also, social capital has a significant moderating role between internal marketing organizational culture and service quality. Also, social capital has a significant moderating role between internal marketing education dimension and service quality. Finally, the moderating role of social capital in the relationship between internal marketing performance evaluation dimension and service quality was not confirmed.