Abstract:

Institutions organize various internal marketing activities both in the execution of internal business processes more effectively and efficiently and in the development of their employees. With these activities, they aim to increase the loyalty of the employees to the institution and to enable them to carry out a more successful business process. The aim of this study is to investigate the possible effects of internal marketing activities on the tendency of employees to display organizational citizenship (altruism) behaviour. The universe of the study consists of the employees of a public institution in Trabzon. The data required to test the research model were collected by survey method using convenience sampling, and 210 participants were reached. As a result of the findings obtained by the analysis of the data; It has been observed that the sub-dimensions of internal marketing activities: training and development and internal communication sub-dimensions have positive and significant effects on both the individual citizenship behaviour and organizational citizenship behaviour sub-dimensions, which constitute the organizational citizenship behaviour variable. It has been determined that the wage and reward dimension and the personnel empowerment dimension, which are among the other sub-dimensions, do not have a significant effect.

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