The Effect of internal marketing on Quality of service in the SAIPA automotive group

Internal marketing is now considered as an important issue in promoting the implementation of the organization's programs, because internal marketing activities improve the competitiveness of the company through the influence and motivation of the employees and enhance the competence of the staff and ultimately lead to an increase in the quality of services. Therefore, the main objective of the research is to investigate the effect of domestic marketing on service quality in the SAIPA automobile group of Ardabil province .In this research, in addition to internal marketing itself, its dimensions (development and improvement, prospects and rewards) were also examined .This research is an applied and descriptive-correlative method .The statistical population of this research is all managers and experts of SAIPA departments in Ardebil province, whose number was 118 according to Morgan table. Accordingly, a non-randomized sampling method was available (without any prior mental selection) of the questionnaire distributed among the statistical population and completed in a completed fashion. SPSS20 and LISREL8.8 software were used to analyze the data .The results show that internal marketing and its dimensions, development and improvement, prospects and rewards have a significant effect on the quality of services .Finally, based on the research results, suggestions were made to improve the quality of services.