Abstract:

This research was carried out with the aim of examining the relationships between the level of perception of employees in service enterprises towards internal marketing practices and customer-oriented behavior and internal entrepreneurship. Based on the Nicel research method, a survey created data from 707 participants working in the service enterprises operating in Mersin and Aksaray. The collected data, Factor Analysis, Pearson Correlation Analysis, Multi-Standard Regression Analysis, Independent Sampling T Test and One Direction Variant Analysis, were analyzed using ANOVA. The findings showed that according to the level of internal marketing application perceived in service enterprises, employees’ customer and internal entrepreneurial behavior varied. It has also been achieved the results of the differentiation of internal marketing perceptions and customer and internal entrepreneurial behavior based on self-evaluation depending on the demographic and business-related personal characteristics of participants.

Keywords: