Effectiveness of Internal Marketing in Increasing Customer

Abstract

This study examines the impact of internal marketing on student satisfaction in higher education institutions in Yogyakarta, Indonesia. Internal marketing refers to practices implemented to improve employee performance and organizational commitment, which are expected to have a positive impact on student satisfaction as the main customer of educational institutions. Using qualitative research methods, interviews were conducted with students to explore the relationship between internal marketing strategies and student satisfaction. The findings show that effective internal marketing, through improved service quality, communication, and engagement, significantly increases student satisfaction. Students reported higher levels of satisfaction when internal marketing initiatives resulted in more responsive, professional, and accessible academic services. However, challenges such as inconsistent communication and uneven service quality across different departments were identified. This study contributes to both theory and practice by providing insights into the important role of internal marketing in shaping the student experience. Limitations of the study and suggestions for further research are also discussed.