The objective of this study is: 1) to identify the relationship between internal marketing(external communication, internal communication, empowerment, educational training, and leadership), internal customer satisfaction, service quality(physical environment, process quality, and result quality), price fairness, image, and external customer satisfaction. 2) It is also to investigate the indirect of internal marketing on service quality, image, and external customer satisfaction through internal customer satisfaction and service quality.
The results of this study suggested that first, external communication, internal communication, educational training, and leadership of internal marketing have positive impacts on internal customer satisfaction but empowerment does not. Second, internal customer satisfaction has a positive impact on service quality. Third, service quality and price fairness have positive impacts on wedding hall’s image. Fourth, service quality, price fairness, and wedding hall’s image have positive impacts on external customer satisfaction. Fifth, the positive indirect effects of external communication, internal communication, educational training, and leadership on service quality, wedding hall’s image, and external customer satisfaction were significant. The positive indirect effects of internal customer satisfaction on wedding hall’s image and external customer satisfaction were also significant.
Thus, this study emphasized the important role of internal marketing to provide favorable external marketing performance. Fulfilling internal customer needs enhances their motivation and retention, and as a consequence the higher the degree of their satisfaction, the higher is the possibility of generating external customer satisfaction and loyalty. In this respect, CEOs should support the internal marketing as an organizational culture in order to achieve the performance of external marketing in small and medium wedding halls.