Current competition structure depends upon the principle of
meeting customer requirements and needs, and even that of presenting a
value to them rather than low cost and high quality. Businesses have
to adapt to this structure to provide to customer satisfaction and so,
they can reach their goals. However, customer satisfaction depends on
performance of the staff. Businesses are to satisfy their employees
who realize this aim as well as the satisfaction of external customers
who demand their products. Besides attraction, retention and
motivation of high quality staff are critical specifically in
situations where the quality of service is the unique differentiating
factor between competitors [1 and 2]. With these reasons, it is
necessary to regard all employees, from top managers to the staff at
the lowest rank who provide service directed at the aims of the
business, as internal customers and to satisfy them adapting internal
marketing (IM) approach [3].
The term IM is defined as viewing employees as internal
customers, viewing jobs as internal products that satisfy the needs
and wants of these internal customers while addressing the objectives
of the firm. One of the organizational goals is to strengthen
organizational commitment. In realizing this goal, internal marketing
can be used a strategic marketing approach. In this study, What are
the effects of internal marketing factors on components of
commitment?, is sought answers to the question.