The Relationship between Internal Marketing and Customer Satisfaction in Private Women's Fitness Clubs of Tehran

Background: The purpose of the present research was to examine the relationship between internal marketing and customer satisfaction in private women's fitness clubs of Tehran. Materials and methods: The population of this correlational research consisted of all the employees and customers of women's fitness clubs with at least six months membership. 165employees and 335 customers were selected as the sample using Morgan's table. The InternalMarketing Questionnaire of Money and Foreman (1995) ( α = 0.94 ) and the Customer Satisfaction Questionnaire of Gohar Rustami (2009) (α = 0.91) were used for data collection. The data were analyzed using Kolmogorov-Smirnov test, Pearson correlation coefficient, Freidman test, and multivariate regression. Results and discussions: The results of Pearson correlation showed that there was nosignificant relationship between internal marketing and customer satisfaction in the samplefitness clubs (r = 0.08; p = 0.135). The results of Freidman test indicated that satisfactionwith health (4.57) and mental satisfaction (4.38) were the most important components of customer satisfaction. Moreover, the results of regression analysis showed that 6% of changesin satisfaction can be explained by the components of internal marketing (R

کلیدواژه ها:

Internal marketing ، satisfaction ، fitness clubs