Studying the effect of internal marketing on the motivation andenabling staff of Tehran Large Taxpayer Organization (TLTO)

Today, the importance, and the key role of within organization customers (employees) insuccess of external marketing program have become clearer than ever before. In thisregard, TLTO needs to develop organizational capabilities in order to provide suitableservices with high quality. Therefore, in this study, the effect of internal marketing on theperformance of this organization is studied. To conduct this research, five indices(techniques) of internal marketing (including senior management, strategicencouragement and rewards for employees, suitable internal communications, training,and staff development, staff empowerment) have been considered to review its role onthe organization performance. The present study is applied regarding purpose, andregarding the method and type is cross-sectional. The population in this study is themanagers and experts of TLTO. Time realm of the study is 2015, and the samples chosenis 196 subjects. To collect information for analysis and hypothesis testing, questionnaireswas used. The results of hypothesis testing showed that five indices (technique) ofinternal marketing have a significant role on the performance of the organization.Moreover, these indices that have been prioritized by the TOPSIS technique, accordingto the results, it became clear that the index of senior management has the highest priorityand staff empowerment index has the lowest priority that should be taken into accountwhile implementation and deployment of internal marketing, and try to implement interms of priorities determined

کلیدواژه ها:

internal marketing ، performance ، TLTO