Decision Sciences Institute

Internal marketing has been applied to organizational employees to foster their shared understanding. This study proposes a multilevel model to depict the causal relationships of market orientation behavior (MOB) with internal marketing, knowledge integration, relationship quality, relational bond (RB), and organizational citizenship behavior (OCB). A total of 471 valid responses from employees of 47 banks were collected. The Hierarchical Linear Model software was used for analysis in which internal marketing mechanism (IMM) is treated as a variable at the organizational level. The results showed that all variables have significant direct effects on MOB. The moderating effects on MOB only happen significantly when IMM is interacting with OCB and RB.