Internal-market orientation and job satisfaction in the public sector: a case study of fire inspectors in Brazil

Given that Internal Market Orientation (IMO) can be an antecedent of Job Satisfaction (JS), the aim of this study is to understand how to manifest the sub dimensions of the internal market orientation in the public service through qualitative research with fire inspectors in a Military Fire Department (MFD) in Brazil. We followed the theoretical model applied by Gounaris Journal of Business Research, 59, 432–448, (2006) and we interviewed 32 fire inspectors. Our choice of this organization was due to the importance of the work performed, given the direct relationship with life and the assets of the taxpayer and the need for inspection of all buildings by the Military Fire Department. Therefore, understanding the manifestation of the Internal Marketing Orientation Sub dimensions of the public sector’s inspection sector is relevant to the achievement of excellence in their missions. The research converges with the literature showing that respondents had indicators for all sub-dimensions of Internal Marketing Orientation.