Özet:

The traditional marketing concept, which was previously fully targeted by the external environment, has now put its place in a more modern marketing approach where the employee is also considered a customer. This approach, called internal marketing, demonstrates that there is a direct connection between the quality of the service offered in (especially working-intense) and customer satisfaction and employee satisfaction, attitude and behavior. The research also suggests that the satisfaction of employees who are internal customers increases their commitment to the business. The aim of this study is to determine the relationship between internal marketing activities in the enterprises and the level of organizational commitment. This survey was carried out in the form of a survey of 124 people from different professional groups working in a telecommunications enterprise in Konya. The survey form consists of a total of 37 questions, including six socio-demographic questions, 11 internal marketing scale questions and 20 organizational commitment scale questions. The research data was collected in January-February 2019. In light of the information obtained from the study, the average internal marketing level of participants is 3,5477±0,84855; the average level of organizational commitment of employees is 3,5500±0,58166 (min.1 and max.5) It is calculated. The study found that there was a meaningful relationship between the level of internal marketing and the level of organizational commitment at the positive middle (r=0,595, p<0,01) level. On the other hand, from the lower dimensions of organizational commitment, a high relationship between emotional commitment and internal marketing (r=0,765, p<0,01) is determined, a medium-level relationship between normative commitment and internal marketing (r=0,461, p<0,01) is determined; a statistically meaningful relationship between continued commitment and internal marketing (r=0,108, p>0,05) is not determined. This also shows that internal marketing activities increase employees’ emotional and normative commitment, which is a kind of voluntary and strong commitment to the organization, and does not affect their continued commitment to stay in the organization as an obligation. From here on, it can be said that the increase in the level of internal marketing in organizations increases the organizational commitment. The positive practices that managers in organizations will do to their employees will contribute to ensuring both internal and external customer satisfaction and increasing business profitability.

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