INTERNAL MARKETING ON SUSTAINABLE GROWTH OF ACCOUNTING FIRM’S BUSINESS
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Abstract
This research aimed to study the influence of internal marketing that affects the sustainable growth of the accounting firm’s business in Thailand. This research was quantitative. The population was the 400 administrators of the accounting firm. The data was collected by questionnaires. The statistical analysis was an inferential statistic with Path Analysis by the AMOS program. The research found that internal marketing affecting the achievement of the accounting business. Factors are Employee Motivation (IMM) was has a significant influence on sustainable growth (SG). Customer focus (IMS) had a significant influence on sustainable growth (SG). Operations and strategic training (IME) had a significant influence on sustainable growth (SG). The variable in the motivation of employees had a regression coefficient of 0.34, a CR of
5.898, a customer focus had a regression coefficient of 0.20, a CR of 3.420 for performance, strategy training, and implementation at a regression of 0.10. Equal to 1.893.
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