The effect of internal marketing on extra-role behaviors and service quality

String: Executive Management

Abstract

Today, internal marketing has become an important issue for service marketing and service quality in organizations. Through external marketing concepts and approaches, organizations try to provide appropriate service quality and better satisfaction to their external customers.

One of the important features of services is the direct interaction of employees with customers and the determining role of their customer-oriented behaviors in dealing with customers. Therefore, the current research was conducted with the aim of identifying the impact of internal marketing measures on extra-role behaviors and service quality in the General Directorate of Tax Affairs of Ardabil. From a theoretical point of view, it leads to the enrichment of the theoretical framework and also from a practical point of view, since tax plays a central role in the development of countries and tax collection is done by employees, therefore, internal marketing in this organization is a very effective help in collecting as much tax as possible and in the development of the country.  The current research is applied in terms of purpose and correlational and inferential in nature. In this research, 108 people were selected as a statistical sample from the employees of the General Administration of Tax Affairs in Ardabil by sampling method, and a questionnaire tool was used to collect data, the reliability of which was determined by Cronbach's alpha method. SPSS software was used for data analysis. The results of this research showed that internal marketing measures in the General Department of Tax Affairs of Ardabil can lead to an increase in the extra-role behaviors of employees and the quality of their services.

Key words: Internal marketing, trans-role behaviors, service quality, interpersonal trans-role behaviors, organizational trans-role behaviors. Chapter 1: Overview of the research: 1-1) Introduction: The current research is to identify the relationship and impact of internal marketing on trans-role behavior and service quality in the General Directorate of Tax Affairs of Ardabil. The variables of this research are internal marketing as an independent variable and extra-role behaviors and service quality as dependent variables. The weakness of the internal marketing of organizations that operate in a dynamic, ambiguous and changing environment will cause difficulty in providing competition. Therefore, organizations should pay special attention to internal marketing in order to achieve organizational goals. This research is applied in terms of purpose and correlational and inferential in nature. Internal marketing indicators will be examined in the form of Forman and Mooney dimensions. In this chapter, the basic problem of research and the importance of internal marketing on trans-role behaviors and service quality will be examined and the importance and necessity of research will be explained. And by examining the background of the research, its new aspect and innovation will be presented, and the goals of the research will be presented in an ideal, general, special and practical way. And the research questions and used hypotheses will be stated. And finally, the conceptual and operational definition of the research variables and the conceptual model of the research will be stated. (Reichhold and Sasser, 1990) Quality includes two dimensions: technical dimension and functional dimension (Philip Cutter, 2006). Technical quality refers to the tangible aspects of the service and overall what is delivered to the customer. Functional quality refers to the intangible aspects of service and how it is normally delivered. Specifically, functional quality refers to the behavior of service providers' employees and the interaction between employees and customers during the service delivery process. The most important factor in determining the quality of the appropriate service is the service provider (employees). As a result, the role of the organization's employees, especially in service organizations, is vital in providing services.

The independent variable of this research is internal marketing. Forman and Mooney have stated the dimensions of internal marketing as follows: These dimensions are the basis of the hypotheses of this research.

The purpose of this research is to identify behaviors related to internal marketing and its impact on extra-role behaviors and service quality.

The question that is raised is: What is the relationship between internal marketing and its effect on extra-role behaviors and service quality? Internal marketing is considered as an independent variable and extra-role behaviors and service quality as a dependent variable. In a research that has already been done by Hamzeh Raaj et al. (2007), internal marketing was used as an independent variable, organizational citizenship behavior was used as a dependent variable, and service quality was used as an intervening variable. The unknown aspect of this research is the existence of a relationship between the independent variable and dependent variables. which should be answered in this research.

1-3) The importance and necessity of conducting research:

Today, organizations operate in a dynamic, confusing and changing environment, one of the most obvious features of the current era is the tremendous changes and transformations that occur in their social and cultural, political, economic, technological and transnational conditions. (Kronaich, 2013) The dynamic environment in the increasing competition has prompted organizations to become more competitive in their activities, to obtain the satisfaction of their customers and to improve the quality of their services. One of the important factors that can improve service quality is internal marketing. Internal marketing views employees as internal customers and businesses as internal products. (Li Chen, 2005) and is focused on appropriate internal relationships between people at all levels in organizations. Therefore, it creates a service-oriented and customer-oriented approach between employees in contact with customers. (Gronros, 2000)

The current research seeks to resolve this gap that:

The employees of the organization are considered among the most valuable assets and resources of the organization, and meeting their needs and requirements using internal marketing effectively helps to increase the quality of their services. Therefore, conducting this research from a theoretical point of view leads to the enrichment of the theoretical framework and also from a practical point of view, since taxes play a central role in the development of countries and tax collection is done by employees. Therefore, internal marketing in this organization is a very effective help to collect as much tax as possible and for the development of the country.

Thus, considering the advantages mentioned above and the lack of more research in this regard and the need for more study and research in this field, it shows the necessity and importance of research.

1-4) New aspect and innovation of research:

Scientific study and investigation of trans-role behaviors including organizational and interpersonal new aspect and innovation. The existence of this research and the fact that the above topic is raised for the first time in the Tax Affairs Department and is scientifically investigated shows that it is new and innovative.

G- The specific goals of the research (including ideal, general, special and practical goals):

Ideal goals: providing solutions to improve extra-role behaviors and service quality in the General Department of Tax Affairs of Ardabil.

1-5) Research goals:

1-5-1) Objectives:

Providing solutions to improve extra-role behaviors and service quality in Ardabil Tax Administration General Administration

1-5-2) General goals: The effect of internal marketing on extra-role behaviors and service quality

Main goal 1: The relationship between internal marketing and extra-role behaviors

Main goal 2: The relationship between internal marketing and service quality.

Goals Special: 1- Recognizing the relationship between internal marketing and trans-role behavior 1-1- Recognizing the relationship between internal marketing and trans-personal interpersonal behavior 1-2- Recognizing the relationship between internal marketing and organizational trans-role behavior 2-1- Recognizing the relationship between internal marketing and service quality 2-2- Recognizing the relationship between internal marketing and tangibility 2-3- Recognizing The relationship between internal marketing and reliability

2-4- Understanding the relationship between internal marketing and accountability

2-5- Understanding the relationship between internal marketing and assurance

2-6- Understanding the relationship between internal marketing and empathy

1-5-4) Application objective:

Internal marketing is used in all service and financial organizations, and the place of research is Ardabil Tax Administration, and the employees and managers of the department can Benefit from the results of this research.