INTERNAL MARKETING ORIENTATION AND JOB SATISFACTION: A MEDIATED MODEL OF EMPOWERMENT AND SUPERVISORY SUPPORT

Abstract

This study investigates the relationship between Internal Marketing Orientation (IMO) and employee job satisfaction, with a specific focus on the mediating roles of employee empowerment and supervisory support within the context of Pakistan’s service sector, particularly the telecommunications and internet service industries. Using a quantitative research design, data were collected from employees across multiple firms and analyzed through Structural Equation Modeling (SEM) to test both direct and indirect relationships among the constructs. The findings reveal that IMO has a significant positive effect on employee job satisfaction, indicating that organizations that treat employees as internal customers experience higher levels of workforce satisfaction. Additionally, employee empowerment and supervisory support emerged as key mediating factors that strengthen the relationship between IMO and job satisfaction. The measurement and structural models demonstrated high reliability, validity, and predictive accuracy, confirming the robustness of the proposed framework. This research contributes to the growing body of literature on internal marketing by extending its application to a developing economy and offers practical insights for managers seeking to enhance employee satisfaction through empowerment and supportive leadership.

Keywords: Internal Marketing Orientation, Employee Empowerment, Supervisory Support, Job Satisfaction, Service Sector, Pakistan