The Impact of Internal Marketing on Customer Satisfaction: The Mediating Role of Job Performance — A Case Study of the National Insurance Company (SAA), Algeria

Abstract

This study proposes and empirically tests a structural model linking internal marketing to external customer satisfaction through the mediating mechanism of employee job performance, using the National Insurance Company (Société Nationale d'Assurance – SAA) of Algeria as the empirical setting. Grounded in the Resource-Based View, Social Exchange Theory and the Service-Profit Chain, the study operationalizes internal marketing through four dimensions — training, internal communication, motivation and empowerment — and job performance through task and contextual components. A dual-source, cross-sectional survey design is proposed, targeting matched samples of SAA employees (n ≈ 350) and policyholders (n ≈ 400) across Algerian regional branches, with data collection scheduled for 2025 to reflect the company's ongoing digital-transformation plan (2023–2025). Structural Equation Modeling with bootstrapped indirect-effect estimation is used to test four hypotheses, including the mediating role of job performance. The paper contributes a context-specific conceptual framework for the North African insurance sector and offers SAA's executive management concrete levers for converting internal marketing investment into external customer satisfaction. Limitations and directions for future confirmatory research are discussed.