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Purpose: To explore the effect of internal marketing on customer orientation behavior of librarians with mediation of attachment and emotional commitment in public libraries.
Method: 135 librarians, selected by random cluster sampling completed four questionnaires including: 1) internal marketing questionnaire, 2) Customer-oriented behavior, 3) job attachment and emotional commitment. The data was analyzed using structural equation analysis with AMOS and PLS software.
Findings: Firstly, the findings showed that the model has a good fit. Secondly, the results showed that internal marketing has a significant effect on customer oriented behavior. Internal marketing also affects job attachment and emotional commitment. Job attachment and emotional commitment also have a significant effect on customer oriented behavior, Finally, job attachment has a positive and significant effect on emotional commitment.
Originality / Value: The merit of this research is the ability of proposing a model to simultaneously assess the internal marketing variables, occupational attachment, emotional commitment, and customer oriented behavior that have not yet been included in a model. Public libraries also have to be committed to human resources according to their vision.