The Implementation of Internal Marketing in Public Sector Organizations: The Case of Job Satisfaction at Chios Police Department

Nowadays, private and public organizations are trying to improve the level of employee satisfaction and perceived value in a more holistic view of marketing practices. Satisfying employee’s needs through an internal marketing orientation, will result in higher levels of customer perceived quality and satisfaction, particularly in service organizations. Although many studies have been made concerning employee job satisfaction in the private industry, empirical research on job satisfaction in nonprofit public sector such as police organizations has been limited. The current study focuses on the importance of the implementation of internal marketing practices in nonprofit public sector organizations, by investigating the case of job satisfaction in 218 police officers at Police Department of Chios. Engaged police officers will have a strong impact on the quality of police services, which in turn will affect public safety and citizen satisfaction, considering the dangers of their profession. Indeed, the results, using multivariate data analysis revealed that police personnel’s satisfaction level was affected by a total of nine factors, namely “relationship with immediate supervisor”, “relationship with co-workers”, “perceptions of pride”, “relationship with senior management”, “financial and non-financial benefits” “working hours”, “employee’s workload”, “promotional process”, and “recognition for achievement”.