مریم قربانی منصوراباد

Internal marketing is a concept that was first introduced in the ۱۹۸۰s by Leonard Berry as a solution to resolve challenges and problems related to employees and human resources of organizations and to improve the quality of services to them (Berry, ۱۹۸۱). In every organization, reviewing the job performance of employees is considered one of the principles of the organization. In order to achieve job performance, it is inevitable to have internal marketing, because today, the attention and diligence of employees of a group is one of the most important issues in achieving intra-organizational cohesion, which is called internal marketing. Internal marketing actually means presenting and introducing the organization's products, services, and brand to employees. In this approach, instead of focusing on selling to external customers, efforts are made to transfer these concepts to the organization's employees. (Weibo, ۲۰۲۱). Insufficient attention to employee needs and satisfaction leads to reduced efficiency and increased employee dissatisfaction. Possible causes of this problem include lack of focus on internal marketing, ineffective credibility and low trust, structural and cultural constraints in government organizations (Rodrigues et al., ۲۰۲۳). Strategies that emphasize increasing employee performance are essential to achieve and maintain a competitive position and sustainable survival. Although most research has emphasized external focus (customers and competitors), internal focus is also important to help organizations cope with challenges. This type of marketing creates positive relationships between the organization and employees and increases employee satisfaction, commitment, and trust (Rodrigues et al., ۲۰۲۳). Internal marketing efforts with three main dimensions of training, internal communications, and internal market research, if carried out effectively, have a positive impact on employee attitudes and responses. In order to achieve desired employee performance, organizations need to have employees who have high job satisfaction and support their organization (Sisselball, ۲۰۲۰). The service industry has become a vital sector globally, and effective marketing strategies are essential for managing customer expectations and fulfilling promises (Fikralem Toma and Shashi Kant, ۲۰۲۴). Employee job performance review is one of the important principles in organizations, job performance can be considered as the sum of activities that bring the organization closer to its goals. The tax office is one of the service-providing offices, which, in addition to paying attention to its external customers, must pay attention to its employees. Organizations face more than one market (employees as the internal market and customers as the external market). Success in the Rafsanjan Tax Office is largely dependent on human capital in this office, human resources are not only recognized as a valuable resource in this office, but their satisfaction and commitment can directly affect productivity, service quality, and the achievement of organizational goals. One of the effective approaches to improving employee satisfaction and commitment is internal marketing. Internal marketing, with its emphasis on constructive interactions between the organization and employees, seeks to create an environment in which employees feel valued and motivated. Government departments, especially organizations such as the Tax Office, which play a vital role in the country's economy, require employees with high organizational commitment and desirable job satisfaction. However, evidence shows that in many of these departments, the level of employee job satisfaction and commitment is not at a desirable level due to several factors such as the lack of effective interactions and lack of attention to employee needs. In the Rafsanjan Tax Office, problems such as reduced job satisfaction and reduced organizational commitment may lead to a decline in employee job performance. Therefore, this study examines the effect of internal marketing on job performance with regard to the mediating role of these variables and aims to identify strategies that can lead to improved job performance and increased employee productivity in this organization. This can lead to a decrease in service quality, increased customer dissatisfaction, and ultimately a decline in organizational performance. Given the importance of this issue, the Rafsanjan Tax Office has been selected as a study sample. Examining the impact of internal marketing on the satisfaction and commitment of employees of this organization can provide valuable information for improving management policies and programs. Considering what has been said, the purpose of this study is to determine the impact of internal marketing on job performance with regard to the mediating role of job satisfaction, commitment, and organizational trust in the Rafsanjan Tax Office.