Studying the Impact of Internal Marketing Strategy on Perceived Service Quality a Case Study of Mobile Telecommunication Company of Iran (mci)

Main goal of research is to study the impact of internal marketing strategy on perceived service quality by clients at MCI. To achieve this, a descriptive research design was adopted. Statistical population consists of all employees of marketing department and clients of MCI in Tehran. And, out of this, 150 employees and 217 clients were selected by Cochran formula and simple random sampling as sample. Research method is descriptive survey. The tools to collect data was questionnaire that its validity as content and its reliability were approved using Cronbach's alpha (0.895). In order to analyze data, structural equation modeling (route analysis) and Friedman ANOVA were used with software of Lisrel and SPSS. Results indicate the positive and significant impact of internal marketing on perceived service quality by clients. Also, results show that among factors of internal marketing, extensive training and empowerment of clients and among factors of perceived service quality, trust and accountability are of utmost importance at MCI at present.