The relationship among internal marketing, market orientation, corporate image, and organizational performance

Abstract

Although internal marketing and market orientation are critical requisites for business success, few studies have been done to examine the relationship between internal marketing and market orientation of small and medium manufacturers (SMMs). This paper aims to investigate the effects of internal marketing and market orientation on corporate image and organizational performance of organizational innovation of SMMs in South Korea. The measures of this study were developed and tested on 221 CEOs of Gyeongnam province in South Korea with a questionnaire survey. Structural equation model (SEM) analysis was used to assess the measurement model and hypotheses with AMOS 18.0. The study revealed that in small and medium manufacturers, internal marketing positively affects market orientation and indirectly affects corporate image and organizational performance. Market orientation positively affects corporate image and organizational performance. Therefore, CEOs should make efforts to satisfying and motivating their employees based on internal marketing in order to attain the high level of organizational performance. ? 2016 SERSC.