This paper provides further insight into the relationship between market orientation and customer
satisfaction. A conceptual model is developed, which demonstrates that this relationship is
mediated by the influence of the internal customers and in particular their ability to provide
service quality. The identification of service quality as an intervening variable in the relationship
between internal customer satisfaction and external customer satisfaction provides an impetuous
for further empirical testing to consolidate the relationship between the internal and external
markets of a firm. The organisational interface is a key research area, and this conceptual model
explains the nature of the influence of the internal market on customer satisfaction. Future
research needs to empirically examine and test the viability of this conceptual model*.
This model highlights the need for management to focus on the internal market and create an
environment that leads to internal customer satisfaction. This will ensure greater service quality
will ensue, resulting in increased customer satisfaction.