Abstract

The highly sophisticated and competitive environment of today requires more attention from the organization to the internal staff of the organization as domestic customers. Employees by providing services can satisfy customers that their own needs are met by the organization and feel satisfied with the organization. This is the same logic that Berry, Hensel, and Burke have mentioned in their study, and they recommend the use of internal marketing to achieve organizational capabilities in responding to consumer protection support. On the other hand, the most important capital of any organization is its human resources. The higher the quality of human resources, the greater the success and survival of the organization; and one of the most important attitudes that seek to improve the quality of human resources and the adjustment of the values of individuals is the commitment of management to domestic marketing. Management commitment to the internal marketing program is a spontaneous and voluntary activity for using internal marketing programs in order to improve the employee's job status and increase employee communication and satisfaction and ultimately improve the performance of the entire organization. Therefore, this article aims to investigate literature and research on internal marketing, management commitment to internal marketing and employee attitudes towards the relationship between them. The results show that the management commitment to internal marketing is related to internal marketing practices that include formal and informal internal communication; and the management commitment to internal marketing and informal internal communication have an impact on employees' attitudes.