INTERNAL MARKETING INFLUENCE ON ORGANIZATIONAL CULTURE AND SERVICE QUALITY IN MACEDONIAN COMPANIES

The main function of internal marketing (IM) is to align company's internal operations to ensure that employees are as capable as possible of providing service quality to customers. In practice, HR managers know what drives and what makes company to be competitive internally, in order to recruit most competent people, to train and to motivate them to produce high-level output. Moreover, in the new context of management, IM is interrelated with the organizational culture and influences the delivery of high level customer service. Even though IM plays more extended role than HR n building internal customer's orientation and communication, still in the literature, there is an insufficiency of empirical researches regarding IM, organizational culture (OC) and service quality (SQ) through HR perspective. Therefore, this paper primarily focuses on exploring the perceptions of 46 HR managers in Macedonian companies towards the extent of IM in Macedonian organizations, and it examines as well as the correlation of IM in relation to the SQ and to the OC. Findings showed that there is an excellent inter-item consistency of the whole validation scale. As well, a high internal consistency was found for all three components (OC, IM and SQ). In addition, measuring the correlation between the IM and other two variables, findings suggest that IM in Macedonian organizations is developed in a great extent as well as that there is a positive statistically significant relationship between the IM with OC and SQ.