Abstract
This paper explores the element of internal marketing that
impact job satisfaction and service quality of faculty members
employed in public and private universities in Pakistan. Our
sample consists of 372 faculty members. The results provide
evidence that all of internal marketing elements (empowerment,
recognition, employee motivation & market orientation) have
significant effect on job satisfaction. Empowerment and
motivation have significant effect on service quality, while
market orientation and recognition have no significant effect on
service quality. On the other hand job satisfaction has strong
effect on service quality indicating the importance of this
relationship. This study is a pioneering effort to explore the role
of internal marketing in an emerging economy. The results could
guide mangers of universities in enhancing job satisfaction and
service quality, leading to improved employee performance and
student satisfaction.
Arif Vaseer, Khuram Shahzad. (2016) Internal Marketing, Job Satisfaction and Service Quality: A Study of Higher Education Institutions of Pakistan , The Dialogue, Volume 11, Issue 4.
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