INTERNAL MARKETING: DAMPAK JOB SATISFACTION, ORGANIZATIONAL

Abstract

Organizations engaged in services, the role of employees is crucial in providing customer
satisfaction. This is because the process of production and consumption take place simultaneously
on the service. Marketing services will be more easily understood approach combined elements
between the product and distribution, which emphasizes the dependence of mutual benefit
(mutualism) between these elements. This approach allows management to focus attention on the
importance of the role of employees in serving customers. Implementing an internal marketing
management (internal marketing) and provide support to employees and reward good
performance so that employees can provide a satisfactory customer service.
Research uses respondent nurses and patients the highest referral general hospital in Lampung
each of 122 respondents. By using SEM (Structural Model Equetion) yields that the study supports
the hypothesis of only three of the five hypothesized. Internal marketing in a positive effect on
organizational commitment and customer satisfaction, and job satisfaction also positively
influence organizational commitment.
Keywords: internal marketing, job satisfaction, organizational commitment, customers
satisfaction.