Abstract:

Internal marketing data twentieth century, in 1976, and is related to work as a product and employees as internal customers, who are the ones who have to be satisfied with what they do in order to know successfully the objectives of the institutions. The objective of this research was to develop a model of Internal Marketing for the Polytechnic University of Tulancingo, as a trigger to achieve the commitment of workers was quantitative type, not experimental, transversal descriptive and explanatory type, the hypotheses raised were: management of communication and positively affects attitudes and directly in the internal customer satisfaction and the job of this one satisfaction has a direct and positive effect on internal customer commitment to the organization. It was performed through Structural Equation Model (SEM) and Confirmatory Factor Analysis (AFC): the research instrument comprised the consensus of workers, except UPT directors, was applied. The results obtained were the Management of Internal Communication Management Attitudes, Job Satisfaction of internal customers, internal Customer Loyalty, allow the Internal Customer Commitment to the Organization. Key Words: Internal Marketing, Internal Clients, Management Attitudes, Internal Communication Management, Job Satisfaction, Engagement.

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