关键词: 高校, 内部营销, 关系营销

Abstract: From the perspective of internal marketing， this paper chose university faculty and graduate students as the research subjects， put forward two components of internal relationship quality at universities with reference to the concept of external relationship marketing， established a structural equation model of relationship quality perception， feelings of organizations and jobs as well as employees behavior disposition， and then tested it empirically. The research findings indicate that universities could boost their teachers job performance by improving the quality of internal relationship， thus enhancing the satisfaction of its clients such as students， parents， employers， governments and cooperators.

Key words: university, internal marketing, relationship marketing