The study impact of internal marketing on customer loyalty (Case study: Iran Insurance Company - Kermanshah province)

ABSTRACT: Nowadays in the competitive world, customers are in the center of companies considerations and their loyalty is the main factor of competitive advantage of organizations, on the other hand, organizations are needed motivated to obtain these benefits, so the purpose of this research is studying the effect of internal marketing on customer loyalty of Iran Insurance company -Kermanshah province. Also, marketing strategy variable and customer satisfaction as mediate variables have been studied. The current research, based on its aim is a practical work and in terms of the used method are a descriptive and a correlation kind work. The statistical Population Of This research contains staffs’ population, 217 persons and customers’ population of Iran insurance, Kermanshah province with 265842 persons. The sample of research contains 135 persons of staff and the same amount of customers according to insurance courses was selected. In order to collecting datas, the library and questionnaire studies were used. Datas’ analyziz and hypothesis test are used by structural aquation modling and especially the path analyziz tecnic is used by Lisrel software. The results of this study showed that internal marketing through the marketing mix and customer satisfaction has influenced the customer loyalty. Also, the results showed that employees and organizations must consider the process of overall marketing strategies with regard to competitive conditions in order to attain customer loyalty and satisfaction. Finally, the software output represents suitability of the model.