The impact of internal marketing and market orientation on performance: an empirical study in restaurant industry

Abstract

Purpose: The purpose of this paper is to investigate the effects of internal marketing and market orientation on organizational performance based on the balanced scorecard (BSC). Design/methodology/approach: A cross-sectional research design, drawing upon a questionnaire survey, was used to collect data from a sample of restaurants. Structural equation modeling was performed to test the relationship among the research variables using findings from the 164 participants. Findings: The results revealed that internal marketing positively influenced market orientation and performance. In addition, market orientation was a direct antecedent of performance. Originality/value: The findings provide important academic, practical and political implications for restaurant industry. © 2017, © Emerald Publishing Limited.