The effect of internal marketing on customer-oriented behaviour: the moderating role of cultural intelligence

Key Points

• The aim is to explore how internal marketing strategies influence customer-oriented behavior and the role of cultural intelligence in this process.
• Analyzed the relationship between internal marketing practices and customer-oriented behavior.
• Assessed the impact of cultural intelligence as a moderating factor.
• Utilized quantitative surveys and statistical analyses to gather data.
• Found that effective internal marketing enhances customer-oriented behaviors.
• Cultural intelligence significantly moderates this relationship, influencing outcomes positively.

Abstract