1. The document summarizes research on internal marketing, which focuses on motivating and committing employees through marketing approaches applied internally within organizations.
2. It reviews literature on internal marketing from various industries, finding the most research in healthcare (48%), services (21%), technology (8%), education (6%), and financial (4%).
3. Internal marketing aims to develop customer-consciousness among frontline employees to better serve external customers. The commitment and satisfaction of employees is important for internal marketing success and positive effects on customer service.
CHAPTER 2: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Relationship Marketing
Lesson 2: Customer Value
Lesson 3: Customer Relationship Development Strategies Lesson 4: Customer Service Strategy in the Philippine Business Enterprise.
Resources: Principles of Marketing of Dr. Serrano.
CHAPTER 2: MARKETING PRINCIPLES AND STRATEGIES
Lesson 1: Relationship Marketing
Lesson 2: Customer Value
Lesson 3: Customer Relationship Development Strategies Lesson 4: Customer Service Strategy in the Philippine Business Enterprise.
Resources: Principles of Marketing of Dr. Serrano.
Internal Marketing - Tips to align staff to your brand values and visionSnapComms
Internal Marketing communication tips to engage your people with the company brands to improve engagement, brand advocacy and knowledge.
This presentation includes, the goals of internal marketing, tips to improve internal marketing, and how to create a communication campaign.
For more, visit http://www.snapcomms.com/solutions/internal-marketing-communication-solutions
Integrated service marketing communication with exampleRadhika Venkat
This presentation covers the integrated service marketing communication tools and as well as the role of communication tools for service industry.
It also covers the example relating the successful mix of communication for HOTEL MARISOL.
This paper investigate the empirical impact of internal marketing practices on service quality
dimensions in a microfinance located in the western Cameroon region, namely the community credit of Africa
(CCA). The empirical analysis is based structural
Service sector is flourishing in India and contributing a lion’s share to the economic growth. India’s
services sector includes a wide variety of activities such as trade, hotel and restaurants, transport, storage and
communication, financing, insurance, real estate, business services, community, social and personal services,
and services associated with construction.
DETERMINE THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON CONSUMER DEC...IAEME Publication
In today’s marketing environment, promotion involves integrated marketing communication (IMC). In a pharma sector, IMC involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers’ perceptions and decision making. Further to the evolution of modern marketing, where IMC has become a major way of achievement the objectives of a company, there is a need to identify opportunities to increase its impact on consumer decision making. Therefore, is of interest, the relatively recent approach found in the literature, according to which IMC works specifically through all the four classic elements of the marketing mix: product, price, placement and marketing communications. The present study is focusing on Determine the influence of Integrated Marketing Communication on consumer decision with respect to pharmaceutical sector in Tamilnadu.
The Effects of Personality Traits and Motivations on performance of Salespeop...ijtsrd
This study tested the relationship between the factors of intrinsic, extrinsic, extraversion, agreeableness personality traits, and salesperson’s performance and explored the moderating variables of organizational commitment and compensation. Questionnaires were distributed to 200 salespeople in various retail organizations and companies selling fashion products of Ho Chi Minh City in Vietnam and 196 valid copies were received. The SPSS and HLM were employed to analyze the data and to test the research hypotheses. The results showed that a positive significant effect of extrinsic, extraversion and agreeableness personality traits on salespeople’s performance and there is no relationship between salespeople’s intrinsic motivation and their performance. Additionally, the findings also verified the moderator factor as compensation on the relationship of intrinsic motivation and agreeableness on salesperson’s performance. Finally, some accommodating advantages for retail organizations as well as sales managers in making hiring and training decisions are provided in this research. Dong-Jenn Yang | Pham Thi Phuong Dung "The Effects of Personality Traits and Motivations on performance of Salespeople - The Mediating Effects of Organizational Commitment and Compensation" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-4 , June 2021, URL: https://www.ijtsrd.compapers/ijtsrd43702.pdf Paper URL: https://www.ijtsrd.commanagement/marketing/43702/the-effects-of-personality-traits-and-motivations-on-performance-of-salespeople--the-mediating-effects-of-organizational-commitment-and-compensation/dongjenn-yang
The Influence Of Relationship Marketing On Switching Barrier, Customer Satisf...inventionjournals
This study was aimed at testing and analyzing influence of relationship marketing on switching barrier, customer satisfaction, customer trust, and customer retention. The study was conducted with respondents of 141 Emerald BNI BANK customers in Indonesia. Data were collected by using instruments of questionnaires. The test on the model was done using structural equation model analysis with GSCA approach. Switching barrier significantly influenced on customer satisfaction and customer trust. Furthermore, customer satisfaction and customer trust significanly influenced on customer retention. Partially, it was identified that variable of customer trust was the most dominant variable influencing on the customer retention.
This paper investigate the impact of internal marketing practices on customer loyalty
dimensions of African Community Credit Bank (CCA-Bank). The empirical analysis is based on structural
Equation Model (SEM) preceded by an exploratory and confirmatory analysis. This study used a convenient
sample of 60 employees and 372 customer obtained through a survey that was distributed in three towns,
namely: Yaoundé, Douala and Dschang.
FACTORS INFLUENCING ON MARKETING PERFORMANCE: THE MEDIATING ROLE OF BUSINESS ...indexPub
In a time when the world economy is undergoing unprecedented change and disruption, the role of market orientation, digital orientation or business agility becomes even more important and necessary, especially the relationship of these factors with the marketing performance of the business is a topic of great interest. This study aims to determine the impact of factors affecting marketing performance including market orientation, digital orientation. It also examines the mediating role of business agility in the relationship between market orientation, digital orientation and marketing performance.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...IJRTEMJOURNAL
Recent era, the world have been witnessed the Information Technology development in various
industrial sectors. This has led to change in organization performance, where many researchers are motivated to
investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study
aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company.
Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved
result signify a significant influence of Marketing mix strategies on organization performance in Safeway
Company. In the light of the before mentioned findings, the study recommend to such glossary industry some
supportive operations to encourage creativity in various functional departments.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...journal ijrtem
Recent era, the world have been witnessed the Information Technology development in various
industrial sectors. This has led to change in organization performance, where many researchers are motivated to
investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study
aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company.
Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved
result signify a significant influence of Marketing mix strategies on organization performance in Safeway
Company. In the light of the before mentioned findings, the study recommend to such glossary industry some
supportive operations to encourage creativity in various functional departments.
Marketing Mix Startegies and Its Impact on Organizational Performance Efficie...journal ijrtem
Recent era, the world have been witnessed the Information Technology development in various industrial sectors. This has led to change in organization performance, where many researchers are motivated to investigate in reasoning that effect in organization performance and Marketing mix strategies. Hence, this study aims to identify the impact of Marketing mix strategies on organization performance in Safeway Company. Therefore, the methodology of this study follows appropriate analyzing descriptive approach. The achieved result signify a significant influence of Marketing mix strategies on organization performance in Safeway Company. In the light of the before mentioned findings, the study recommend to such glossary industry some supportive operations to encourage creativity in various functional departments.
Small, Medium and Micro Enterprises (SMMEs) are considered as economic engines for many countries. In South Africa, the Small, Micro and Medium Enterprises (SMMEs) sector has been acknowledged as the driving force to foster economic growth and job creations. This paper aimed at examining how relationship marketing, green marketing and innovative marketing influence the business performance of Small, Medium and Micro Enterprises (SMMEs) in Southern Gauteng, South Africa. The study utilized a quantitative research paradigm. A structured questionnaire consisting of validated scales for relationship marketing, green marketing, innovative marketing and business performance was administered to a sample of 231 SMMEs managerial employees in the Southern Gauteng region of South Africa. Smart PLS was used to analyze the data and the results indicated that there are positive relationships between the posited research variables. Implications of the findings are discussed and limitations and future research directions are alluded to.
Marketing Performance Analysis by Customer Relationship Marketing, Market Ori...inventionjournals
This study tried to determine and analyze the performance of marketing through customer relationship marketing (CRM), market orientation, and the image of Islamic Banks in Kediri, East Java, Indonesia. The population in this study some 65 873 customers who have savings in five Islamic Banks. Testing of the model is done with Generalized Least Square Estimation (GLS), analysis of structural equation modeling (SEM), proportional random sampling method and software assistance Amos 22, on 397 respondents. The test results model (fit) seen from the GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, each of which amounted to 0.915, 0.901, 0.949, 0.953, 0.063 and 1.497 are all that are in the range of expected values so that the model can be accepted.The results showed that: customer relationship marketing (CRM), market orientation, and image effect on the competitive advantage of Islamic Banks in Kediri. CRM, and market orientation affect the marketing of Islamic Banks Performance in Kediri. The company's image does not affect the marketing of Islamic Banks Performance in Kediri.It is suggested that the bank to constantly improve its image. This can be done by giving the concern for the surrounding community as the company's involvement with social activities. Thus the social programs that the company will be able to form a personality, raise the reputation of companies before the general public.
Marketers keep on evolving ways and means to attract as well as
retain the customers. During the last few decades, the marketing practices have
been changed rapidly. The consumers now wish to be associated with those
organisations and brands, which are ethical and follow high standards of
integrity. Such aspects have been incorporated in the concept of Marketing 3.0,
which is based on value-based matrix (VBM). The present study empirically
predicts the construct of VBM in the banking industry context. The sample size
of the study is 283. The logistics ordinal regression was applied with 27 items
to identify the predictive constructs of value-based banking. ‘Selection of bank
based on value system’ was the dependent variable and the independent
variables contained 25 statements covering value-based banking along with
2 covariates ‘age’ and ‘education’. It was found that ‘value-based banking’ and
‘education’ have significant impact on the dependent variable.
This research aims at identifying the impact of excellence in drawing up the following four marketing mix strategies (Product, Pricing, Promotion and Distribution) of the small and medium enterprises in Jordan, in terms of their marketing performance in its dimensions (Sales Growth, Profit Growth, Customer Attraction and Customer Retention).In order to reach the results of this study, A total of (187) valid questionnaire surveys were collected from companies belong to the SME Association in Jordan. The Statistical Package for the Social Sciences (SPSS) approach was used to analyze the collected data. The empirical results indicated there is a significant relationship between the building of marketing strategies of the marketing mix elements in the Jordanian SME and their marketing performance, by (sales growth, profit growth, customer attraction, and customer retention) dimensions. Consequently, decision makers in small and medium organizations need to choose strategies based on their target market to the positive impact on the mind of the consumer, which in turn could improve modern scientific methods in SME to divide their markets into sub-market sectors.
Improving Marketing’s Contribution to
New Product Development
Wenzel Drechsler, Martin Natter, and Peter S. H. Leeflang
In many firms, the marketing department plays a minor role in new product development (NPD). However, recent
research demonstrates that marketing capabilities more strongly influence firm performance than other areas such as
research and development. This finding underscores the importance of identifying relevant capabilities that can
improve the position of marketing within the NPD process as part of the quest to improve innovation performance.
However, thus far, it has remained unclear precisely how the marketing department can increase its influence on NPD
to enhance a firm’s innovation performance. The results of this study demonstrate that the relationship between
marketing capabilities and innovation performance is generally mediated by the decision influence of marketing on
NPD. In particular, both marketing research quality and the ability to translate customer needs into product charac-
teristics serve to increase marketing’s influence on NPD. This increased influence, in turn, positively contributes to
overall firm innovation performance. Hence, these results show that in addition to having the appropriate marketing
capabilities, the marketing department must achieve a status in which these capabilities can translate into performance
implications.
Introduction
T
he creation of new products is an important strat-
egy for any firm trying to survive in highly com-
petitive and fragmented markets. Each new
product development (NPD) project usually involves
identifying customer needs and conducting a preliminary
market assessment (Calantone and di Benedetto, 1988).
However, managers often believe that marketing research
fails to provide timely, accurate, and relevant information
about consumers and markets relevant to decision making
(Johnson and Ambrose, 2009). In particular, they are
convinced that new product failure rates are still high1
due to a flawed understanding of consumer preferences
and market needs (Cooper and Kleinschmidt, 1995;
Johnson and Ambrose, 2009).
Identifying and assessing opportunities for the devel-
opment of new products usually falls under marketing’s
domain, because this process represents the customer–
product connection (Fine, 2009; Moorman and Rust
1999). Kandybin and Kihn (2004) propose that top inno-
vators heavily involve the marketing department in the
NPD process. However, the prevailing view in most com-
panies is that marketing offers no distinct function; in
other words, there is a sense that everyone can do market-
ing (McKenna, 1991; Sheth and Sisodia, 2005). This is
one of the reasons why marketing is in heavy decline and
further implies that little attention is paid to the marketing
department’s knowledge and opinion (Webster, Malter,
and Ganesan, 2005). In addition, prior research indicates
that especially in NPD, the research and development
(R&D) department often domi.
Customer-based brand equity has many dimensions, however a general acceptance as to which dimensions to use when measuring customer-based brand equity has not being decided. This study reviews empirical results of literatures that utilized Aaker’s and Keller’s model in measuring brand equity and sum up the main or significant customer-based brand equity. The findings indicate that it is empirical difficult differentiating between brand awareness and brand association.
Exploring trends of tourism demand from the past is essential in measuring the different tourism movement volatility which occurred either nature or man-made. This study analyzes the volatility of tourism demand by data mining tourist numbers arriving in Hong Kong from 1999 to 2010. Eight different markets will be examined, both short haul and long haul, to compare and contrast the characteristic tourist profile and the behavior and attitude changes of each market according to the volume of visitors that come to Hong Kong. There have been significant changes over the past 12 years in different countries with some positive and negative impacts from natural disasters, an economic crisis and mega-events. This paper will compare and contrast different markets and analyze the tourism demand with regards to volatility in relation to the profile characteristics, spending pattern behaviors with tourist’s satisfaction level.
Supply Chain Efficiency Evaluation: A Contemporary Theoretical ModelWorld-Academic Journal
Supply chain management has gained a prodigious amount of attention from both practitioners and industriessince the last decade. Until now, there are many articles, and dissertations that address supply chain management, but there is still a lack of integration between the current efficiency evaluation methods and practical requisites for the supply chain management. A contemporary efficiency evaluation method is proposed to provide necessary support for efficiency improvement in supply chain management. The proposed method will address this aim in the following main aspects: a basic supply chain model; concrete and unconcrete efficiency measurement in various dimensions; a cross-organizational efficiency evaluation; and weighted average and fuzzy set theory method.
Exposure to solar radiation can have positive effects on the human body, but it can also cause damages and melanoma is the most significant among those. The aim of the present study was to gather information about the effects of solar radiation on the human body and to update available knowledge in accordance with new international data. A systematic literature review took place and included both Greek and international books, articles, studies and related papers on the internet (PubMed, Cinahl, Scopus and Iatrotek databases), published from 1998 to this day. Dissertations and “gray literature” (e.g. conference proceedings) were not included in this study. The following terms (“Ultraviolet radiation, skin cancer, sun, sun exposure, electromagnetic spectrum, conjunctiva, cataract, squamous cell cancer , basal cell cancer, cutaneous melanoma”) were used as key-words. UVR may have an impact on the human body according to wavelength. UVA and UVB exposure may cause photoaging and sunburns, and UVC may induce DNA mutations leading to skin cancer. Ozone is the main protective mechanism since it absorbs most of UVR. Ozone layer depletion in the last decades has lead to increased rates of sun-related damages. Most significant damages include cataract and skin damages such as photoaging and skin cancers. Among skin cancers, melanoma has the highest incidence in ever younger ages reducing life expectancy.
A good part of the international literature focuses on primary prevention measures and interventions that include mole monitoring.
Sustainability of Microfinance: A Case of Tea SACCOs in Kericho, Buret and Bo...World-Academic Journal
Tea SACCOs are tea based rural SACCOs formed by tea growers, whose functions are to keep member’s savings in form of shares, savings accounts and deposit accounts among others. Little is known about the factors influencing financial sustainability of Tea SACCOs. The study covered all six Tea SACCOs in Kericho, Bomet and Buret districts in the Rift valley province of Kenya. Analysis involved evaluating growth in net worth, administrative efficiency, loan portfolio quality, staff productivity and transaction costs. The study found that the growth of net assets had been on the decline over the years, loan portfolio was poor and default rates were high. According to the indicators evaluated, Tea SACCOs had not yet reached their full potential in outreach and that high transaction costs hindered their financial sustainability.
Studies and mechanical tries regarding the cutting process by punching of the...World-Academic Journal
In this paper we analyzed in first part on a virtual model made in SolidWorks, mechanical stresses occurring in the mechanism for cutting the dressing, determining optimal cutting force and in second part, on physical model built I determined, using specialized measuring devices, cutting forces. This paper is intended as an analysis of the technical solutions adopted in virtual construction phase by the physical model based on achieved results.
In this paper, the impact of stock market reforms is analyzed on foreign portfolio investment. Time series data is collected on these variables and correlation and regression test is applied on this data. E-views version 7 is used to analyze the data. Correlation shows positive relationship between variable which suggest that reforms are deriving factors of foreign investment. Results show the positive relationship between SMR and FPI.
Lean thinking literature review and suggestions for future researchWorld-Academic Journal
The research provides a literature overview from a timespan of more than 60 years with articles historically and thematically organized about the application of “Lean thinking” (LT) concept and the main research findings through different industries. Lean thinking is an important but yet still under researched aspect of strategic management. By collecting research records from ISI web of knowledge naming directly the lean thinking issue; 34 Web of science records, 10 Medline records and 2 Chinese citation database records were found. Results show that the main focus areas on lean thinking researches are mainly applied in health care industry (with the 48% of the collected records) followed by manufacturing industry (17%), construction (10%), product development (7%), training and education (7%) and supply chain (2%). Other industries (9%) are also starting to apply lean thinking philosophy according to the particularities of their domain. We find research gaps and provide directions for further investigation.
Sustainability of Microfinance: A Case of Tea SACCOs in Kericho, Buret and Bo...World-Academic Journal
Tea SACCOs are tea based rural SACCOs formed by tea growers, whose functions are to keep member’s savings in form of shares, savings accounts and deposit accounts among others. Little is known about the factors influencing financial sustainability of Tea SACCOs. The study covered all six Tea SACCOs in Kericho, Bomet and Buret districts in the Rift valley province of Kenya. Analysis involved evaluating growth in net worth, administrative efficiency, loan portfolio quality, staff productivity and transaction costs. The study found that the growth of net assets had been on the decline over the years, loan portfolio was poor and default rates were high. According to the indicators evaluated, Tea SACCOs had not yet reached their full potential in outreach and that high transaction costs hindered their financial sustainability.
International Inter-institutional Partnerships in Higher Tourism Education: ...World-Academic Journal
Though internationalization of higher education is now well documented in the developed nations, there is a dearth of literature in this area in Africa. In Kenya, the few studies available focus on inter-institutional partnerships between higher institutions of learning offering tourism education and so little is known about these partnerships. And yet Kenya being a leading tourist destination in Africa, it has increased engagements with other parts of the world including academic partnerships motivated by its position in tourism. Consequently, Kenyan universities have introduced academic programs in tourism and hospitality which are now attracting more inter-institutional partnerships. Using the case of Moi University, this study seeks to establish the extent to which staff and student exchanges resulting from these partnerships serve the interest of the collaborating departments in Kenyan universities.
La théorie des jeux et de la décision en présence d’asymétrie d’information d...World-Academic Journal
Les relations au sein de l’entreprise tendent à se complexifier depuis quelques années. L’ouverture internationale multiplie en effet le nombre d’incitations entre les différents agents qui constituent la base relationnelle de l’entreprise. Cette dernière peut donc s’appréhender comme un nœud vers lequel les liaisons convergent et ou chaque relation (Entreprise/Actionnaires ; Entreprise/Clients ; Entreprise/Salariés ; Entreprise/Fournisseurs ; Entreprise/Banques…)
Cet article s’inscrit dans le contexte actuel ou les PME ne pouvant s’autofinancer et n’ayant pas accès au marché financier, restent fortement dépendantes des banques. Nous montrons dans le cadre d’une revue de la littérature, l’importance du financement de la PME par les banques sur les marchés du crédit. En effet, elles rencontrent des difficultés du fait de leur petite taille. Ce qui conduit à l’asymétrie d’information et le problème d’anti-sélection et d’incitation contraire qui amènent les banques a une mauvaise appréciation du risque PME.
Pour améliorer sa structure d’information sur la PME, la banque peut utiliser la méthode prêt-observation dans l’optique d’observer les signaux dégager sur son niveau d’effort. C’est le principe Bayésien qui permettra d’améliorer sa structure d’information sur la PME et de fait,s’engager à offrir des contrats aux meilleurs conditions et de limiter les situations d’asymétries d’informations ex post et le rationnement du crédit qui en découle.
Activation of Spent Bleaching Earth for Dehumidification Application World-Academic Journal
To circumvent the current pollution-prone disposal of the spent bleaching earth (SBE), an experimental program was conducted to recover the waste SBE and to use it for air dehumidification application. Waste SBE was obtained from the damping site of the oil industry, and the entrained oil was recovered via hexane extraction while the remaining hydrocarbons were oxidized with 30% H2O2 and heat at 550 oC. This reactivation procedure affords oil useful in other ole-chemical applications and active SBE for air dehumidification. For the purpose of adsorbent development, SBE regeneration was found to follow two routes, solvent extraction followed by oxidation using 30% H2O2 which retains the elasticity of the clay crucial in molding the adsorbents and thermal processing at 550 oC after molding. Experiments were carried out in batch system, and the effects of parameters including, activation temperature, contact time, The sorption characteristic of the adsorbent established two peaks when activated at 550 oC and 650 0C with a capacity of 27.07 and 26.63% respectively. The regenerated SBE proved to be a promising adsorbent for moisture since its sorption capacity was higher than that of clay (15%) which is commonly used as commercial desiccant.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
3.0 Project 2_ Developing My Brand Identity Kit.pptx
Internal marketing
1. WORLD ACADEMIC JOURNAL OF BUSINESS & APPLIED SCIENCES-MARCH-SEPTEMBER 2013 EDITION
International Journal of Marketing Research
AUGUST 2013 VOL.1, No.6
Internal Marketing: A Spreading Tool within Organizations
1
Haritz Gorostidi Martinez (Corresponding author) & 2Xue Lu Wang
1. Glorious Sun School of Business & Management, Donghua University,
1882 Yan’an Road West, Shanghai 200051, China
2. Shanghai First Maternity and Infant Hospital,536 Changle Road Jing’an,
Shanghai 200040, China
Accepted 16 August 2013
Abstract
Internal Marketing is an important but still an under researched aspect of service marketing about
customer-consciousness of frontline employees. As it is gradually getting more attention from researchers and
practitioners, this study reviews the internal marketing (IM) literature throughout different industries. Papers
were retrieved from all databases of ISI Web of Knowledge during years 1950-2013. Main highlighted areas in
the IM topic include; health care industry (with a 48% of the retrieved records), service industry (21%),
technology industry (8%), education industry (6%) and financial industry (4%). Other individual sectors (13%)
have also tried to implement internal marketing schemes within their organizations. Well motivated and
committed employees, with a clear vision about the service imply customers being well served. Results in the
literature also show that a good internal marketing strategy depends on the affection and commitment towards
the organization by their members. Hence, it’s important to understand the staffs’ needs and expectations. Recent
research on internal marketing includes broader concepts as happiness in workplace and total service quality for
customers. We find research gaps in this matter and provide directions for further investigation.
Key Words: Literature review, Internal marketing, Service marketing, Internal customers, Strategic marketing,
Health care
1. Introduction
Literature on marketing, services marketing, total quality management, operations management, human
resource management, corporate strategy and organizational development revealed a body of work referring to
an internal marketing concept or internal customer concept. This seems to have grown out of an organizational
internal communications perspective with the notion of an ''inner market'' in the organization, comprising what is
called ''internal customers'' (Varey, 1995).
One theme that has emerged consistently in the recent services marketing literature is the importance of
frontline employees in service delivery. Internal marketing concept is based on the belief that a firm's internal
market/employees can be motivated to strive for customer-consciousness with a market orientation and a
sales-mindedness through the application of accepted external marketing approaches (Boshoff & Tait, 1996).
206
2. WORLD ACADEMIC JOURNAL OF BUSINESS & APPLIED SCIENCES-MARCH-SEPTEMBER 2013 EDITION
Negative staff attitudes affect quality of care, and at the same time patient and staff negative word of
mouth affects the effects of marketing campaigns (Cooper & Cronin, 2000). Internal marketing embraces the
notion of where the employees of the firm become internal customers. As with external customers these too have
requirements that need satisfying. Thus, through management satisfying the needs of internal customers,
employees become more motivated and committed to the cause, which at the same time leads to external
customers being well served (Barnes, Fox, & Morris, 2004).
Such a marketing concept challenges traditional marketing methods, which focus on serving external
customers only. At the same time, internal marketing should promote job performance (C.-S. Chang & Chang,
2007). Influence of internal marketing on frontline employees' performance depends on their affection and
commitment to their own organization, as well as their job satisfaction (Wang, Cong, & Yan, 2008). Mendoza,
Hernandez and Tabernero performed a literature review analyzing the orientation to the so called internal clients
as a central element of internal marketing but differentiating it from the market orientation (Mendoza Moheno,
Hernandez Calzada, & Tabernero Urbieta, 2011). Among other industries, a specially significant amount of
health care organizations have been researching the benefits and the applicability of internal marketing (C.-S.
Chang & Chang, 2007; C. S. Chang & Chang, 2009; Cooper & Cronin, 2000; Hafer & Joiner, 1984; P. Lee,
Gombeski, & Doremus, 1991; J. W. Peltier, Boyt, & Westfall, 1997; Tsai & Tang, 2008).
2. Literature review
2.1. Service employee internal marketing
Initial internal marketing investigation studied transaction cost perspectives, of how internal marketing can
be measured and whether it is a necessary concept or not (Pitt & Foreman, 1999). It was found that there are at
least two types of existing internal customer within the firm, and they use different criteria to evaluate the quality
of the service which they receive from their internal suppliers (Brooks, Lings, & Botschen, 1999).
The concept and the tool of internal marketing schematic (IMS) comes from tried and tested management tools
identifying process that deliver quality services internally and externally providing for measurements of the
service quality. These measures are used to develop and improve targets within all groups of an organization
(Lings, 1999). Internal marketing theory is continuously expanding its application in enterprise internal
management (J. Huang & Wang, 2003).
There are significant issues with the way a total quality management (TQM) is being implemented due to
the negative feelings and a reduced level of interest that can arise. It is claimed that TQM has lost its way
(Longbottom, Osseo-Asare, Chourides, & Murphy, 2006). Service employees are reported to influence
negatively in the development of a market orientation, making difficult the service company's effort to become a
more customer centric organization. A way to overcome this barrier would be the implementation of the
mentioned internal marketing strategy. Nevertheless, the extent literature reports that the number of companies
practicing marketing internally is disproportionally small comparing to the number of companies trying to adopt
the market orientation strategy only (Gounaris, 2008).
As a proposal for a broadened internal marketing concept is the incorporation of happiness in the workplace
(HWP) it’s a wider concept than the internal marketing concept (IMC). Given the nature and meaning of work
for human beings, it should be treated as a channel where people could improve their self-esteem and could
fulfill themselves through their tasks on the job as well as feel happy (Vasconcelos, 2008).
Internal marketing is also seen fundamentally as a process in which leaders instill into followers a sense of
oneness with the organization, formally known as the "organizational identification" (OI), both employees' and
sales managers' OI are positively related to their business units' financial performance (Wieseke, Ahearne, Lam,
& van Dick, 2009). Wu & Cheng developed a conceptual model to evaluate the optimal internal marketing
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strategy in services under open economy, verifying the effect of this kind of marketing strategy on the
satisfaction of marketing channel members (W.-Y. Wu & Cheng, 2009).
Service companies have tend to use friendly flexible working practices in large proportions, but there is a
small negative relationship between unfriendly practices and service quality suggesting that some service
organizations tend to create more supportive environments offering flexible work arrangements (Podnar & Golob,
2010). Paliaga and Marco researched the characteristics of internal marketing of companies working in the
Croatian market researching the implementation degree of its principles and the internal marketing concepts
(Paliaga & Strunje, 2011).
2.2. Financial sector internal marketing
Internal marketing initiatives in UK retail banks showed that, although internal marketing attempts to
function as a culture change mechanism, result rather than being homogenous and united around the imagery of
the consumer and service quality, show ambiguity and differentiation throughout the several organizational
stakeholders (Kelemen & Papasolomou-Doukakis, 2004).
In a study of non-life insurance in Taiwan results showed significant correlations among internal marketing,
organizational culture, job satisfaction, and performance of non-life insurers (Shiu & Yu, 2010).
2.3. Technological organization internal marketing
The need for more flexible short term type of organizations in high technology has resulted in an increase of
use of teams and project groups using their special know how and their experience in marketing activities. The
handling of these intra organizational relationships between the different units in industrial high tech companies
is a key prerequisite for the successful management of their customer relationships. The development of these
internal marketing units, the establishment of good communications between them as well as the coordination of
their activities present big challenges (Moller & Rajala, 1999). From a study of 238 telecom companies,
environmental quality positively impact interactive quality and interactive quality positively impact outcome
quality. As the intermediate variable, the concept of trust has a positive influence on work satisfaction and
commitment, and therefore it affects internal customer/employees’ loyalty (P. Huang, Huang, & Chen, 2008).
Internal marketing, job satisfaction and service attitude all have significant and positive effects on job
performance. In other words, efforts in any of these key aspects can help improve the overall performance of a
high-tech organization (M.-Y. Wu & Lee, 2011). A study of a publicly owned power company in Taiwan also
showed that internal marketing has a positive effect on organizational citizenship behavior (OCB) (C.-C. Chang,
Tseng, & Chen, 2012).
2.4. Health care organization internal marketing
Hafer & Joiner (1984) addresses the role conflict and image problems that nurses have with role partners,
discussing that if those problems were corrected, nurses could be valuable assets in a “team selling” effort to help
hospitals build their images.
A first internal marketing communication model was discussed to identify factors and relationships
influencing the internal diffusion and implementation for innovative services. It presented an opportunity to
apply the marketing concept to the implementation of innovative services and meanwhile helping the
organization achieve good external market position (Hassan & Foltz, 1990). In order to take good care of the
employees, offering health care programs hospitals could develop and improve several offerings and at the same
time help the health care cost for a country (Busbin & Self, 1991).
2.4.1. Not taking advantage enough of internal marketing
An increasing pressure on health care providers from health care industry resulted in reduced revenues. It
was found that health care marketers and public relations managers should reassess their internal marketing
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efforts due to a public opinion study suggesting that health care provider organizations are not taking advantage
of several important public relations and internal marketing channels to educate the public through their
employees (P. Lee, et al., 1991). Furthermore, hospitals seeking to become more aggressive often introduce
programs prematurely neglecting internal marketing and not ensuring internal coordination prior to introduction
of a service product (Thomas, Farmer, & Wallace, 1991). Thus, to maximize internal marketing quality, services,
as well as services added in the office and the increase of the understanding of the needs of patients should be
emphasized (Nacht, 1993).
For pediatric dentists, making a commitment to an internal marketing program that projects a positive image
to patients and accomplish some practice benefits as; higher patient retention, lower staff turn-over and higher
fee-for service, pediatric dentist would have greater potential for profit and an improvement on the total job
satisfaction (Nacht & Trupkin, 1993).
As we said, to attain organizations’ goals, organizations must not only apply the marketing concept to
external targets but also plan and control internal facets of their operations, this is to say a Total Service Quality
(TSQ) based on an Internal Marketing Approach (IMA) (Shank & Gilbert, 1993). Managerial recommendations
were offered regarding to ensure effective employee support and participation in a total quality management
(TQM) applications, improving internal communication and the effective application of modern internal
marketing tools and methods (Karasa, Akinci, EsatoElu, Parsons, & Sarp, 2007). Health care managers should
also understand that an intense focus on internal marketing factors would lead to a quality experience for
employees that will ultimately have a positive effect on the patient experiences (Masri, Oetjen, & Rotarius,
2011).
There are significant positive relationships between internal marketing practices and service quality.
Training programs have also a strong association with service quality. There is no relationship of performance
incentives with service quality. Consequently, to deliver excellence service to patients, hospitals must provide
training programs and establish a clear vision about service excellence to nurses (Tsai & Tang, 2008).
Designing internal marketing strategies with strong emotional appeal is the key to attracting more cosmetic
patients. Like this, dentists who use cost-effective and highly targeted internal marketing strategies would appeal
to a broader range of patients (Levin, 2007).
2.4.2. Promoting job loyalty, commitment and job satisfaction
Some of the early studies in this matter show that to promote physicians’ loyalty, one approach management
can take to reduce turnover, is by treating employees as an important customer segment through a more
developed internal marketing orientation (J. W. Peltier, et al., 1997). Nurse loyalty and retention are critical in
healthcare industry. A lack of continuity in nursing staff affects quality of care, resulting in high costs and leading
to patient concern about the facility. On the other hand, with motivated and committed nursing staff there is a
solid foundation for implementing initiatives and improve healthcare quality enhancing nurse loyalty through
internal marketing efforts. Financial, social and structural bonds with employees have also significant although
different impacts on nurse loyalty (J. Peltier, Nill, & Schibrowsky, 2003).
Job satisfaction has positive effects on organizational commitment and at the same time, nurse perceptions
of internal marketing can have positive effects on job satisfaction. Finally nurse perception of internal marketing
has positive effects on organizational commitment (C.-S. Chang & Chang, 2007; Pantouvakis, 2012). Internal
marketing has also an impact on both, organizational commitment and service quality and organizational
commitment acts as the mediator between internal marketing and service quality (Tsai & Wu, 2011). As we have
pointed out, one of the most critical problems facing worldwide health care industry is the shortage of qualified
nurses. Organizational structural bonding, social bonding, and financial bonding activities should be analyzed.
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Quality of care affects how well nurses are satisfied with their job and their commitment to the organization.
Quality of care is what most impact nurse satisfaction and loyalty, followed by structural, social, and financial
bonds (James W. Peltier, Pointer, & Schibrowsky, 2008). As other authors found, internal marketing is associated
with increased organizational commitment. The concept of communication management has the greatest
influence on organizational commitment and external activity concept has the smallest impact on organizational
commitment. So it can be said that the best way to retain outstanding nurses and reduce turnover costs and
personnel problems, is for employers to understand the needs and expectations of their nursing staff (C. S. Chang
& Chang, 2009).
In northern Greece, internal marketing was found to have positive effect on the job satisfaction of hospital
staff. Doctors and male personnel showed higher levels of job satisfaction showing that staff with time-defined
work contracts with the hospital are more satisfied than permanent staff, and as the staff grew older there is only
a slight decline in job satisfaction (Iliopoulos & Priporas, 2011).
Organization commitment, job stress control, as well as internal marketing concept play important roles in the
turnover intention of nurses. other managerial interventions reducing nurses' turnover intention would imply; a
career development system as an organization commitment management strategy, an innovative promotion
policy to change conservative organizational climates and a balance of effort-reward (H. Lee, Kim, & Yoon,
2011).
Internal marketing significantly influences market orientation (Tsai, Wu, & Chang, 2012). Internal
marketing was found to have an influence on relationship quality and patient loyalty through the mediation of
market orientation. In order to enhance relationship quality and patient loyalty, hospital managers should focus
their efforts improving employees' market orientation and reducing patients' perceptual market orientation gap
(Tsai, et al., 2012).
2.4.3. Other related health care researches
There is other internal marketing literature related with health care organizations, for example a system
wide geriatric care marketing initiative (Barron & Jackson, 1988).
An outline plan for the introduction of an internal marketing program within an hospital trust was proposed,
identifying those individuals and departments who should be involved in the planning and implementation of the
program (Hallums, 1994).
Employee satisfaction is also influenced by the design and equipment used in the facilities and the
efficiency of initiating vocational rehabilitation (VR) services. (James W. Peltier & Scovotti, 2004).
2.6. Education sector internal marketing
There are potential losses as well as gains to be made from an internal market (Maguire, Ball, & Macrae,
2001). Job involvement and job satisfaction play partial mediating roles in the relationship between internal
marketing and organizational commitment and must not neglect the effect of job involvement and job satisfaction
in explaining the relationship between school organization's internal marketing and teachers' organizational
commitment (Ting, 2011). Those in charge of primary schools need to emphasize internal marketing strategies
and realize the effect and effectiveness of job satisfaction and its relationship with internal marketing strategies
(Hung, 2012).
2.7. Internal marketing in other industries
Management can provide motivation through the use of compensation schemes and development of internal
marketing. Profit sharing compensation schemes that reward employees for achieving customer service
objectives should be shared with all employees, and optimal effort should be spent on internal marketing. Prasad
and Steffes relate their analysis to a successful scheme implemented by Continental Airlines (Prasad & Steffes,
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2002).
A case study exploratory research of a medium sized UK consultancy which provided project management,
quantity surveying and contractual advice to engineering industries was done. The research draws on literature
from internal relationship marketing and service quality fields, investigating the impact of internal marketing on
service quality perceived among employees (Barnes, et al., 2004).
Examination of internal marketing relationships and their influence on salesperson attitudes and behaviors
in retail store environments investigated the moderating role of customer complaining behavior on the nature of
these relationships (Bell, Menguc, & Stefani, 2004). Internal marketing efforts, as manifested by frontline
employees' valuation of internal job product, internal price, internal place, and internal promotion, have
significant effect on employees' perceptions of performance. The influence of internal marketing on frontline
hotel employees' performance depends on their affection towards and commitment to their organization, as well
as their job satisfaction (Wang, et al., 2008). In 2009 a research revealed a range of reasons as; monotonous work,
stressful work environment, adverse working conditions, lack of career development opportunities and better job
opportunities elsewhere emerging as key causes of increase tiring rates in an Indian call center industry
(Budhwar, Varma, Malhotra, & Mukherjee, 2009).
To establish long term relationships with Avis car rental employees, improving internal communication
between managers and employees, promoting mutual respect, trust and concern were proven to be key issue
(Roberts-Lombard, 2010). There is also research examining the use of sponsorship linked to internal marketing
to conceptualize, communicate and implement corporate identity development and employee performance,
helping foster at the same time a collaborative culture (Roberts-Lombard, 2010).
3. Methodology
This research review findings from all available research articles of ISI Web of Knowledge mentioning the
internal marketing term within the publication period of 1950-2013. After a general literature research, “internal
marketing” phrase was used to find articles directly related with enterprise internal marketing implementation
cases. It was avoided using other terms than internal marketing. Specific search was created by the use of
limiting and refining search criteria. Limiting criteria: ISI Web of Knowledge, all databases and “internal
marketing”. Refining criteria included: academic articles as document types and sorted by relevance. Data group
folders were created about key focus areas using Endnote 4x software. After reading the titles, abstracts and
conclusions, 55 articles were included in the review; from a timespan of 63 years and from the databases of Web
of Science, Inspec, Derwent Innovations Index, Chinese Science Citation Database and Medline, all those
mentioning directly the internal marketing term in their title.
4. Findings and discussion
The current review includes 55 papers published between 1984 and 2013 from Web of Science, Medline and
Chinese citation databases including a wide range of areas. Year 2008, 2009 and 2011 show the highest
publication rates in internal marketing. Year 2010 shows a slight drop before a sudden increase again on the
amount of published internal marketing records (Appendix a). Main found areas among the internal marketing
researches include (from highest to lowest); health care (with a 48% of the retrieved records), service (21%),
technological (8%), educational (6%) and financial industries (4%) (Appendix b). Other industries (13%) have
also tried to apply successful schemes as; spending optimal efforts on internal marketing, using other
management practices as profit sharing compensation, trying to find ways to establish tong term relationships
with employees or finding key causes for increasing tiring rates.
According to the above, authors claim that internal marketing is in general a continuously spreading
application in organizations’ internal management. Several fields have revealed a body of work referring to the
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concept of “inner market” or “internal customers” inside organizations enhancing the importance of frontline
employees working with customer-consciousness. As employees become internal customers, they have also
requirements that need satisfying. If management makes employees well motivated and committed to the cause,
this will lead to external customers being well served. However, the influence of a good internal marketing
strategy depends on the affection and commitment to the organization as well as job satisfaction from the
employees. A good internal marketing strategy should boost a sense of oneness with the organization, more
formally known as “organizational identification”, having also a positive effect on the organizational citizenship
behavior.
There are authors also claiming that the number of companies practicing internal marketing is in general
disproportionately small comparing to the companies adopting the market orientation strategy. Service
companies tend to use friendly working practices in large proportions, however there is a study too concluding
that there is small relative relationship between unfriendly work practices and service quality, suggesting that
some service organizations tend to create more supportive environments offering flexible work arrangements.
In health care organizations, some studies found organizations not taking advantage enough from important
public relations and internal marketing channels to educate the public through employees. Nurses for example
are valuable assets in “team selling” to help hospitals build their images. To maximize internal marketing quality
as well as service, the increase of understanding of the needs of patients should be emphasized as well as
providing good training programs to establish clear vision about service excellence. As authors point out,
hospitals often introduce programs prematurely neglecting internal marketing and not ensuring internal
coordination prior to introduction of a service product. Organizations should not only focus on the use of
marketing externally applying the marketing concept to external targets but also controlling internal facets of
their operations, this is to say, a total service quality based on an internal marketing approach. This would
ultimately have positive effects on patient experiences. The best way to retain staff is for employers to
understand their needs and expectations. Organization commitment, job stress control, as well as internal
marketing concept play important roles in the turnover intention of workers; other helpful managerial
interventions would include career development systems, innovative promotion policy and a balanced
effort-reward.
Internal marketing, job satisfaction and service attitude do have significant positive effects in job
performance, at least in high-tech organizations, but handling the challenging intra organizational relationships
establishing good communication between different units is a key prerequisite.
Studies on financial companies showed significant correlation among job satisfaction, internal marketing,
and organizational culture, but also differences among organization stakeholders’ view wen trying to building a
good imagery around consumer and service quality through internal marketing.
There are new studies talking about the incorporation of happiness in the workplace, as a more extensive
concept than internal marketing. There is still room for investigation in internal marketing area, as to figure out
the right amount of investment for internal marketing strategies in each case. Finally point out that, internal
marketing issue appears to get gradually more attention from all levels within organizations.
Appendix
a) Internal Marketing: Year Wise
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8. WORLD ACADEMIC JOURNAL OF BUSINESS & APPLIED SCIENCES-MARCH-SEPTEMBER 2013 EDITION
b)
Internal Marketing: Literature Review
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