A Research Of Internal Marketing Mechanism On Direct Selling Industry

The business model of direct selling, was introduced in China in the1980s, and has experienced rapid development, a period of confusion andout of control, and the government’s comprehensive rectifications. Until2005, the State Council promulgated the "Administration of Direct SellingRegulations," and "Prohibition of Pyramid Selling Regulations", whichbecomes the start of the supervision and regulation of the Chinesegovernment. Taking the particularity of Chinese direct selling market andcomplexity of the supervision of direct selling into account, only thesingle-level direct selling activity is allowed according to the national laws and regulations at this stage. There are many ways to encourage employees to do excellent service. Some scholars’ studies found out that an effective communication which could lead employees to a customer service oriented attitude is its business with real channel. The major purpose of this study is to find out whether internal marketing influence the attitude of customer orientation, and if supervisor trust and job satisfaction could be improved by customer orientation. We discuss four variables (internal marketing, supervisor trust job satisfaction, customer orientation) to find out the relationship among them. This research found out that:The higher satisfaction level employees had on internal marketing, the more satisfaction they had on supervisor trust.The higher satisfaction level employees had on internal marketing, the better performance on customer orientation.Close linkage between supervisor trust and employee’s job satisfactionThere is a positive relationship between employees’job satisfaction and customer orientation.