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April 8, 2026Middle East J of Management0 citations

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

RARuşen AkdemirNGNecmettin GÜLFŞFaruk Şahin

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

Inderscience is a global company, a dynamic leading independent journal publisher disseminates the latest research across the broad fields of science, engineering and technology; management, public and business administration; environment, ecological economics and sustainable development; computing, ICT and internet/web services, and related areas.

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Cite This Study

Akdemir et al. (2026) studied this question.

synapsesocial.com/papers/69d5f07d74eaea4b11a79f61https://doi.org/10.1504/mejm.2026.10077483
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