A study on the correlations among internal marketing, organizational member interaction, and organizational performance of an organization

Abstract

Economic prosperity results in increasing national income, and information technology is integrated into global community. When enterprises are entering the low-profit time because of global and regional competition, the active internal marketing in an enterprise provides the employees with satisfactory products, i.e. promoting the work enthusiasm, and has the internal employees perceive being emphasized. In this case, the organizational performance would be promoted when employees perceive favorable organizational relationship and organizational member interaction. The employees of 50 semiconductor enterprises with top revenue in Taiwan are surveyed, and 362 valid copies of questionnaire are collected. The research concludes that 1.internal marketing shows significantly positive correlations with member interaction, 2.member interaction presents remarkably positive correlations with organizational performance, and 3.internal marketing reveals notably positive correlations with organizational performance. Based on the conclusion, suggestions are proposed in this study, expecting to help domestic hi-tech industry execute internal marketing.

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