The impact of internal marketing and market orientation on performance: an empirical study in restaurant industry

Abstract

Purpose

The purpose of this paper is to investigate the effects of internal marketing and market orientation on organizational performance based on the balanced scorecard (BSC).

Design/methodology/approach

A cross-sectional research design, drawing upon a questionnaire survey, was used to collect data from a sample of restaurants. Structural equation modeling was performed to test the relationship among the research variables using findings from the 164 participants.

Findings

The results revealed that internal marketing positively influenced market orientation and performance. In addition, market orientation was a direct antecedent of performance.

Originality/value

The findings provide important academic, practical and political implications for restaurant industry.

Citation

Salehzadeh, R., Khazaei Pool, J., Tabaeeian, R.A., Amani, M. and Mortazavi, M. (2017), "The impact of internal marketing and market orientation on performance: an empirical study in restaurant industry", Measuring Business Excellence, Vol. 21 No. 4, pp. 273-290. https://doi.org/10.1108/MBE-02-2016-0009