The Effect of Internal Marketing Factors on Services Quality of Organization; A Case Study of Private Sector Universities in Jalalabad Afghanistan

Abstract

The aim of this study to examine the effect of internal marketing on services quality of organization. This study mainly focused on the internal marketing factors that are the independent variables (employee empowerment, reward, customer orientation, internal communication and organizational commitment) and the dependent variable is services quality of organization. In this study the internal marketing factors apply on the services quality of organization that show the positive effect on the services quality of organization. All the hypotheses show the positive effect on the internal marketing effect. For this research the data were collected from the three private universities of Jalalabad Afghanistan. The population was 100 and the sample size for this study were 77 so the data analysis was conducted on 77 questionnaires. Five hypotheses were designed and all the hypotheses have the positive relationship with each other and the internal marketing factors have the positive effect on the services quality of organization.

Keywords; Internal Marketing Factors, Services Quality, Organization, Afghanistan, Employee Empowerment, Reward, Customer Orientation, Internal Communication