Influence of Internal Marketing toward Internal Service Quality and impact to Internal Customer Satisfaction: Case Study in Tourism Industry in Yogyakarta Special Territory of Indonesia

Abstract

Internal marketing and internal quality service are the important aspect at the organization that can be increase performance organization and customer satisfaction. Aim to this research an investigate influence of internal marketing toward internal service quality with impact to the internal customer satisfaction at Tourism Industry in Yogyakarta Special of Territory. The sample size was 420 respondent with propusive sampling use to determine the sample. The main instrument in this study is questionaire. The analysis used to examine the hypothesis of the study is Structural Equation Modeling using AMOS Version 20.0 Software. The result of the study show that: Internal marketing influence toward internal quality service. Internal marketing and internal quality service significanly influence toward internal costumer satisfation. Never theless, the internal quality service more significanly influence to the internal customer satisfaction than internal marketing. Therefore manager in tourism industry should be improve more the internal marketing than internal quality service.