Impact of Internal Marketing on Market Orientation and Business Performance
In this paper, is to investigate the impact of internal marketing on commercial banks' organization commitment, market orientation, and business performance. Data collection from 12 commercial banks of Pakistan was targeted. Quantitative approaches were used for data collection from 500 bank employees and effective data was further analyzed by using inferential techniques on SPSS 18.00. The findings of the study suggested that internal marketing programs had a significant impact on employees' commitment, their market orientation and overall profitability of the firm.