The role of internal marketing in improving service quality: A study of service companies

Rachman Mulyandi (), B Wishman S` Siregar (), Elizabeth Elizabeth (), Ridnawati Ridnawati () and Dede M. Riski ()
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Rachman Mulyandi: Matana University
B Wishman S` Siregar: Matana University
Elizabeth Elizabeth: Matana University
Ridnawati Ridnawati: Matana University
Dede M. Riski: Matana University

Journal of Economics and Business Letters, 2026, vol. 6, issue 3, 75-85

Abstract: This study examines the role of internal marketing in improving service quality at service companies. The research method employed in this study is a qualitative approach using a literature review. This study highlights that internal marketing significantly increases employee satisfaction, engagement, and commitment, which ultimately has a positive impact on the quality of service provided. Effective internal marketing practices, such as good communication, training, and recognition, play a crucial role in boosting employee motivation and performance. The research findings confirm that internal marketing is a strategic investment in human resource management that can optimize organizational performance by improving service quality. By prioritizing internal marketing, companies can create a work environment conducive to innovation, collaboration, and employee well-being, thereby supporting the achievement of sustainable organizational performance.

Keywords: internal marketing; service quality (search for similar items in EconPapers)
Date: 2026
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DOI: 10.55942/jebl.v6i3.1869

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