A Study on the Effect of Total Quality Management on Internal Customer Satisfaction within the Framework of Internal Marketing Theory

Abstract

Purpose – The research reveals that internal marketing should be addressed through the fundamental dimensions of Total Quality Management (TQM) and internal customer satisfaction. While TQM practices represent the structural dimension of internal marketing as an indicator of quality-oriented approaches towards internal processes and employees, internal customer satisfaction constitutes the result dimension of these practices reflected in the perceptions and attitudes of employees. Design/methodology/approach—Data obtained from employees in Polatlı Organized Industrial Zone were evaluated using quantitative analysis techniques. The relationship between Total Quality Management practices and internal customer satisfaction was tested using regression and correlation analyses. Findings – It shows that TQM practices have a significant and positive effect on internal customer satisfaction. This finding shows that internal marketing should be considered as a multidimensional structure and that TQM practices can increase external customer satisfaction through employee satisfaction. Discussion – The findings of this study reveal that businesses should structure their internal marketing strategies with a more holistic understanding. In addition, it makes a significant contribution to the existing literature by presenting a theoretical model that conceptualizes the interaction between TQM and internal customer satisfaction in the context of internal marketing.