The relationship between internal marketing, service quality, price, image, and customer satisfaction: Focused on wedding hall

Abstract

The objective of this study was to identify the relationship between internal marketing (external communication, internal communication, empowerment, educational training, and leadership); internal customer satisfaction; service quality (physical environment, process quality, and outcome quality); price fairness; image; and external customer satisfaction. It also investigated the indirect effect of internal marketing on service quality, image, and external customer satisfaction through internal customer satisfaction and service quality. The results of this study showed that external communication, internal communication, educational training, and leadership of internal marketing had positive impacts on internal customer satisfaction, but empowerment did not. Second, internal customer satisfaction had a positive impact on service quality. Third, service quality and price fairness had positive impacts on wedding hall image. Fourth, service quality, price fairness, and wedding hall image had positive impacts on external customer satisfaction. Fifth, the positive indirect effects of external communication, internal communication, educational training, and leadership on service quality, wedding hall image, and external customer satisfaction were significant. The positive indirect effects of internal customer satisfaction on wedding hall image and external customer satisfaction were also significant. The implications and limitations of the study are presented in the conclusion.