The aim of this study is to determine how internal marketing would affect organisational customer
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Collaboration in Buyer-Seller Relationships as a New Approach to Competitive ...IOSR Journals
Although recent academic work on business relationships often discusses relationship quality as a major subject, particularly with regard to the phenomenon of seller stratification, there is still little empirical research on this important construct. In this paper, the authors provide a thorough conceptualization of relationship quality and its possible antecedents, i.e., bond relationship, Temporal, Social, and Structural bond, drawing on an empirical base of 219 buyers questionnaires, Structural equations modeling (SEM) is used to assess the simultaneous effects of the predictive variables. An empirical survey confirms the impact of the relational bond dimension on the satisfaction. The satisfaction has an effect on the customer trust witch influence his commitment. The findings are discussed and the authors provide managerial implications for decision-makers from both buyer and supplier organizations.
The purpose of this study was to explore the relationship between satisfaction with the organizational communication and external customer orientation among front-line employees in a commercial recreation setting.
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.
Impact of Customer Value, Public Relations Perception and Brand Image on Cust...Samar Rahi
The purpose of this study is to find an empirical relationship between customer values, Public
Relations Perception, Brand Image and to investigate these variables impact on customer loyalty within insurance
companies of Pakistan.
summer intership file for impact of customer satisfaction in financial serv...SHIVANIPANDIT14
summer intership file for impact of customer satisfaction in financial services and talks about the satisfaction level of customers of diffrent age groups and banks
The Effect of Relationship Quality on Customer Advocacy: The Mediating Role o...IOSR Journals
Advocacy is a strategic choice for companies responding to the new reality that customers power increased. Potential customers see information from peers or even strangers as less biased and reliable than those of an economic entity. Thus, the information conveyed by a satisfied customer is more believable than that delivered by the business entity. Customer advocacy is very important in the company's efforts to get new customers. Based on social exchange theory, advocacy can be generated from the satisfaction, trust, commitment and loyalty. The purpose of this study was to analyze the influence of satisfaction, trust and commitment to loyalty and its impact on customer advocacy. The hypotheses were tested with structural equation modeling using survey data from 178 customers of a commercial bank in Indonesia. Satisfaction and commitment have direct effect on advocacy, but trust hasn’t. Loyalty mediates the relationship between trust and advocacy, while commitment has the greatest effect on advocacy. Findings hold implications for future research as well as for managerial practice
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
Organizations use a variety of labels to refer to their customers — the individuals who use their products and services. These labels (e.g., guests, students, clients, members, patients, users, etc.) suggest different meanings and connotations than being a simple customer. In this paper, we explore traditional labeling theory, and its roots in categorization and semiotic theories, to aid in the understanding of the customer- firm relationship. We then extend and formalize this to a customer labeling theory, in which we posit that a firm’s labels for its customers may shape consumer and organizational attitudes. Therefore, if customers become what marketers call them, then these labels shape the dialog between organizations and their customers. Thus, customer labels indirectly impact the success of firms’ customer relationship management efforts. We discuss customer labeling implications for firms and make suggestions for future academic research.
Impact of Customer Relationship Marketing on Customer Value Creation and Cust...inventionjournals
A common slang in the American Businesses known as ―Customer is king‖ and undoubtedly, without customers any business is useless. For achieving desired goals and objectives, there must be a long term relationship. In the modern world, there is a huge competition between organizations so the importance of the relationship with customer exceeds. As we know that the competition is just a mouse click away and the market is more demand oriented so that customer is life blood of any organization. A research study was conducted to analyze the relationship of customer relationship marketing with customer value creation and customer loyalty. Questionnaires were used to collect data from customers of different telecom firms and statistically analyzed using SPSS Version 20. Results demonstrated the impact of customer relationship marketing on customer value creation and customer loyalty
Collaboration in Buyer-Seller Relationships as a New Approach to Competitive ...IOSR Journals
Although recent academic work on business relationships often discusses relationship quality as a major subject, particularly with regard to the phenomenon of seller stratification, there is still little empirical research on this important construct. In this paper, the authors provide a thorough conceptualization of relationship quality and its possible antecedents, i.e., bond relationship, Temporal, Social, and Structural bond, drawing on an empirical base of 219 buyers questionnaires, Structural equations modeling (SEM) is used to assess the simultaneous effects of the predictive variables. An empirical survey confirms the impact of the relational bond dimension on the satisfaction. The satisfaction has an effect on the customer trust witch influence his commitment. The findings are discussed and the authors provide managerial implications for decision-makers from both buyer and supplier organizations.
The purpose of this study was to explore the relationship between satisfaction with the organizational communication and external customer orientation among front-line employees in a commercial recreation setting.
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.
Impact of Customer Value, Public Relations Perception and Brand Image on Cust...Samar Rahi
The purpose of this study is to find an empirical relationship between customer values, Public
Relations Perception, Brand Image and to investigate these variables impact on customer loyalty within insurance
companies of Pakistan.
summer intership file for impact of customer satisfaction in financial serv...SHIVANIPANDIT14
summer intership file for impact of customer satisfaction in financial services and talks about the satisfaction level of customers of diffrent age groups and banks
The Effect of Relationship Quality on Customer Advocacy: The Mediating Role o...IOSR Journals
Advocacy is a strategic choice for companies responding to the new reality that customers power increased. Potential customers see information from peers or even strangers as less biased and reliable than those of an economic entity. Thus, the information conveyed by a satisfied customer is more believable than that delivered by the business entity. Customer advocacy is very important in the company's efforts to get new customers. Based on social exchange theory, advocacy can be generated from the satisfaction, trust, commitment and loyalty. The purpose of this study was to analyze the influence of satisfaction, trust and commitment to loyalty and its impact on customer advocacy. The hypotheses were tested with structural equation modeling using survey data from 178 customers of a commercial bank in Indonesia. Satisfaction and commitment have direct effect on advocacy, but trust hasn’t. Loyalty mediates the relationship between trust and advocacy, while commitment has the greatest effect on advocacy. Findings hold implications for future research as well as for managerial practice
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
Organizations use a variety of labels to refer to their customers — the individuals who use their products and services. These labels (e.g., guests, students, clients, members, patients, users, etc.) suggest different meanings and connotations than being a simple customer. In this paper, we explore traditional labeling theory, and its roots in categorization and semiotic theories, to aid in the understanding of the customer- firm relationship. We then extend and formalize this to a customer labeling theory, in which we posit that a firm’s labels for its customers may shape consumer and organizational attitudes. Therefore, if customers become what marketers call them, then these labels shape the dialog between organizations and their customers. Thus, customer labels indirectly impact the success of firms’ customer relationship management efforts. We discuss customer labeling implications for firms and make suggestions for future academic research.
Impact of Customer Relationship Marketing on Customer Value Creation and Cust...inventionjournals
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International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Customer Relationship Management and Banking Sector Market Share performanceinventionjournals
The influence of customer relationship management (CRM) on Nigeria banking sector market share performance is the focus of this study. It examined the influence of customer identification, customer retention and technology on customer relationship management and banks market share performance. The ever increasing competition and dynamics in the market place and the need for banks to survive, grow and meet the stakeholders objectives calls for a meaningful long lasting relationship between marketers and all other stakeholders in the organisation. The population of this study consists of all 617 headquarters employees of the 21 deposit money banks in Port Harcourt metropolis that is registered with Nigeria Deposit Insurance Corporation (NDIC); while the sample size of 243 determined through the Tara Yamani formula. Questionnaire was used as an instrument for primary data collection. The Spearman’s Rank Order Correlation was the statistical technique employed for hypothesis testing in the statistical package for social sciences (SPSS) version 17. The findings of this study revealed that there is significant relationship between customer identification, retention, and market share; while technology positively influence CRM and bank market share performance. Customer identification and retention are dimensions of CRM, while market share is the measure of performance, with technology as moderating variable influence between CRM as a measure of bank performance. It is therefore noted that banks will have better competitive advantage when all relevant stakeholders appreciate and demonstrate these customer relationship management strategies with a view of achieving the desired corporate objectives.
The Effects of Customer Expectation and Perceived Service Quality on Customer...Samaan Al-Msallam
ABSTRACT : The effect of the antecedents of satisfaction on customer satisfaction is an issue still under debate in the academic literature. Thus, the primary goal of this article is to analyze the relationship between two of the most important antecedents of customer satisfaction ( namely customer expectation and perceived service quality ) and customer satisfaction . Data were collected through a survey, including samples of 250 customers from the 5 Banks in Damascus, Syria . Spss is used to test the hypotheses. The finding show that customer expectation and perceived service quality have a positive effect on customer satisfaction . Bank managers must know how improvement in service quality influences customer satisfaction and what expectation levels they might consider to increase consumer satisfaction which ultimately retains valued customers. KEYWORDS : Customer Expectation , Perceived Service Quality, Customer Satisfaction.
The Effects of Customer Expectation and Perceived Service Quality on Custome...inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Impact of Brand Image on the Customer Retention: A Mediating Role of Cust...inventionjournals
In modern time, researchers and practitioners in the field of marketing has paid enormous attention to brand. Currently, the brand is no longer a competent tool in the managers’ hands. Brand is a strategic requisite which helps companies to make more value to customers and also to build up sustainable competitive advantages. Successful brands increase trust in products and intangible services, and customer will be able to better visualize and identify their services. Brand image is the awareness of the product or services for the customer through which the image of the organization is built. Customer satisfaction is also linked with it and positively related with each other which are considered the important tool for marketing strategy. This paper examines the influence of brand image on customer retention under the mediation effect of customer satisfaction.
Improving the quality of service through the application of CRM in insurance ...inventionjournals
Nowadays the quality of service is becoming increasingly important in insurance product differentiation in terms of strong competitiveness. In order to be successful and to survive in the conditions of this competition, providing high quality service have special importance for any company or economic enterprises, in particular in the insurance industry . Even in Albanian insurance companies today are being dedicated more and more attention to increasing the quality of services. The relationship between service quality and customer satisfaction has received considerable academic attention in recent years. This article explores the impact of CRM on customer satisfaction and their retention in insurance companies in Albania. Primary data were collected using a structured questionnaire with questions related to CRM, its impact on customer satisfaction and loyalty to the insurance companies in Albania. Secondary data were analyzed using data published by the FSA (Financial Supervisory Authority). The findings of the study provide that CRM can impact positively on the customer satisfaction and their loyalty to the insurance companies. If the insurance company retains relationships with its customers, customer loyalty to the company will increase, therefore, a CRM application will increase customer satisfaction
The aim of this study is to investigate the Impact of Brand Image, Service Quality and Trust on
Customer Loyalty, Moderating Effect of Perceived Price Fairness and the Mediating Effect of Customer
Satisfaction on telecommunication sector of Pakistan. This research is helpful to capture and retain the satisfied
and loyal customer and it is useful to identify the factors through which telecommunication sector may improve
its performance.
A sample applied to Future Group : Drivers Of Customer Loyalty In A Retail St...Ramesh Godabole
A Survey conducted by large US retailer applied to India's leading retail player Future Group(Big Bazaar) to understand the customer loyalty.
A Study on customer loyalty using the three drivers, Product Quality, Service Quality and Brand Image. Analysed using the Logistic Regression Model.
Many countries have seen the importance of financial education by making financial
education a national strategy. In Vietnam, although the National Strategies for Inclusive Financial
Education has been proposed since 2017 and officially included in the National Financial Inclusion
Strategy in 2020, however, financial education is still quite new, and many people are not aware of
the necessity of financial l
Today, in the rapidly emerging globalization process, increasing the competitiveness of enterprises
depends on increasing of their firm performance. Although there are many methods and techniques affecting
firm performance, Information technology (IT) capabilities has become one of the most widely used method,
especially in dealing with supply chain matters of a firm. The aim of our study is to express whether innovation
and organization learning is effective as intermediate variable to the effects of IT capabilities at firm’s
performance. The opinion which claim
Globally, the number of startup companies has rapidly expanded during the last 5-8 years. Offering
products and/or services that greatly enhance the lives of its clients is a major focus for these firms. In India,
local and federal government initiatives have provided new enterprises and entrepreneurs with much
momentum and assistance, helping India become the world's top startup location. The Government of India
(GOI) launched the "Startup India" campaign in 2015 to promote entrepreneurship and support businesses to
achieve this goal (Babu, S., Sridevi, K.,2019). An IBM Center for Business Value and Oxford Economics study
in 2018 found that 90% of Indian companies fail within the first five years of operation. Potential difficulties
that startups may run across, both generally and specifically in the Indian market, have been described by
several authors.
Behaviour finance is the study of how psychological phenomena affect financial behaviour. This
financial science is used in making financial decisions. Amid the development of the digital economy, paylater
innovation has emerged. It is feared that the ease of use of paylater can have a negative impact, one of which is
the attitude of impulsive buying. This research will analyze the effect of financial literacy, self-control, risk
perception, and percieved ease of use on impulsive buying behaviour. This research is based on Decision Affect
Theory, which is a theory that discusses financial decision behaviour that is influenced by self-emotion. This
research is uses purposive sampling wi
Improving the business environment is one of the key strategies to promote local and regional
economic development. However, which factors affect the business environment of the provinces is still
controversial. Using survey data from 400 investors and managers and a multivariate regression analysis
method, this study has identified the factors affecting the business environment of Hai Phong province. The
analysis results show that there are 09 factors affecting the business environment of Hai Phong City, including
entry costs, land access and tenure, transparent, informal charges, time cost, pro-activeness, business support
services, labor training and legal institutions. In
The effect of work attitude and innovation ability on employee innovation performance is of great
significance for improving the innovation ability of manufacturing enterprises and building an "Innovative
Country" in China.This article theoretical analysis was conducted on the mechanism by which the work attitude
of employees in manufacturing enterprises affects innovation performance and the mediating mechanism of
innovation ability. Based on data from Chinese manufacturing enterprises, empirical analysis was conducted
using SEM models. Resear
The concept of organizational resilience continues to grow in focus and importance, but there
has yet to be an agreed upon measure of organizational resilience. Organizational resilience can be seen as a
corporation’s ability to adapt to change and maintain flexibility within their supply chain. Resilience and
flexibility at all organizational levels is necessary, in a proactive manner, to turn resilience into a competitive
advantage
In this paper, by using the basic method of differential geometry, combined with the optimization
theory and the basic technique of data analysis, the definition, basic properties and statistical characteristics of
nonlinear correlation coefficients on manifolds are studied and given, test the rationality and validity of the
nonlinear correlation coefficient defined in this paper. Therefore, the study of this paper has certain theoretical
value and potential practical significance.
This study aims to analyze and prove whether there is a positive and significant influence
between product quality and poki prices on purchasing decisions for Kobba brand coffee. The survey was
conducted using 53 respondents who were buyers who had purchased Kobba brand coffee more than once.
Information from respondents was obtained through a list of questions that were sent and returned by
respondents
In this paper, we introduce a universal framework for mean-distortion robust risk measurement and
portfolio optimization. We take accounts for the uncertainty based on Gelbrich distance and another uncertainty
set proposed by Delage & Ye. We also establish the model under the constraints of probabilistic safety
criteria and compare the different frontiers and the investment ratio to each asset. The empirical analysis in the
final part explores the impact of different parameters on the model results.
Despite the attainment of the famous Millennium Development Goals (MDGs) of reducing the number
of poor people across the globe a significant number still live below the poverty line. The problem of poverty is
more endemic in developing countries like Nigeria. Several intervention efforts have been in place to address
the poverty question which persists partly due to serious financial exclusion and unethical activities of informal
finance providers.
The focus of this research was to establish the effect of entrepreneurship Ecosystem in inculcating
entrepreneurial propensity for community development. Promotion of entrepreneurship in Kenya has existed
ever since independence. The Government has shown tremendous support to entrepreneurship growth. The
Government have channelled financial support through funding such as Women Enterprise fund, Youth
Enterprise Fund and Uwezo Fund
In this paper, we consider an AAI with two types of insurance business with p-thinning dependent
claims risk, diversify claims risk by purchasing proportional reinsurance, and invest in a stock with Heston
model price process, a risk-free bond, and a credit bond in the financial market with the objective of maximizing
the expectation of the terminal wealth index effect, and construct the wealth process of AAI as well as the the
model of robust optimal reinsurance-investment problem is obtained, using dynamic programming, the HJB
equation to obtain the pre-default and post-default reinsurance-investment strategies and the display expression
of the value function, respectively, and the sensitivity of the model parameters is analyzed through numerical
experiments to obtain a realistic economic interpretation. The model as well as the results in this paper are a
generalization and extension of the results of existing studies.
:Textiles and clothing are a fundamental part of everyday life and an important sector in the global
economy. It is hard to imagine a world without textiles. Clothes are worn by almost everyone, almost all the time
and it also becomes an important expression for an individuality. In 2015, emission from textiles production
totaled 1.2 billion tons of CO2 equivalent throughout its lifecycle. The fashion industry is a large consumer of
water, high volumes of water containing
In this paper, we construct a Credit Default Swap pricing model for default recovery rates under
distributional uncertainty based on a structured pricing model and distributional uncertainty theory. The model
is algorithmically transformed into a solvable semi-definite programming problem using the Lagrangian dual
method, and the solution of the model is given using the projection interior point method. Finally, an empirical
analysis is conducted, and the results show that the model constructed in this paper is reasonable and efficient
The closures of schools, colleges, and universities in many countries worldwide during the COVID19 pandemic have reshaped every aspect of our normal lives and educational experience. As a result of
extended periods of lockdown, whole populations have been advised to stay in their households and
communicate with others through distance electronic communications methods such as Zoom, Teams, Google
meetings etc. More than 1
Even though economists and academics have been studying money laundering for many years, there
are still gaps in the research because there is a dearth of trustworthy data on the activity as well as an absence
of specific sources and methods of collection in government-based reporting. The Walker-Unger gravity model
was used in this study to determine the countries that Russian-based money launderers used as funding
destinations between the years 2000 and 2020, as well as whether there are any variations in country rankings
during economic downturns. The investigation's findings indicated that even during recessionary times, money
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This study will establish a scientific foundation for analyzing and assessing the development of
human resources in industrial parks of Hai Duong province. According to statistics and primary data, the
study analyzes the current situation of human resource development in the industrial parks in Hai Duong
province, states achievements, limitations and their causes, thereby giving solutions to improve the human
resource development in industrial parks of Hai Duong province in the future for the economic development
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Solar photovoltaic systems are becoming essential in renewable energy sources to help reduce
dependence on renewable energy sources, fossil fuels and mitigate climate change. In the world today, many
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The objective of this research is 1) to study social media usage behavior of the elderly and 2) to
examine the relationship between factors of the social media usage behavior of the elderly in Surat Thani
Province, Thailand. The data were collected from selected elderly aged 60 years and older in Surat Thani
Province. The number of the sample in this study was 400. The questionnaire was used as a tool to collect the
data. Statistics used were frequency, percentage, mean, standard deviation, and Chi-Square
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Internal marketing and Customer trust in second-tier micro finance institutions in Cameroon
1. International Journal of Business Marketing and Management (IJBMM)
Volume 5 Issue 5 May 2020, P.P. 87-96
ISSN: 2456-4559
www.ijbmm.com
International Journal of Business Marketing and Management (IJBMM) Page 87
Internal marketing and Customer trust in second-tier micro
finance institutions in Cameroon.
Laure FANGUE1
, JEAN DOUANLA2
, Colette SIMO3
1,2
Faculty of Economics and Management, University of Dschang, Cameroon
3
The Dschang School of Economics and Management, University of Dschang, Cameroon
Abstract: The aim of this study is to determine how internal marketing would affect organisational customer
trust and interpersonal customer trust in the micro finance institutions. The study population consists of
employees working in second-tier micro finance of three town in Cameroon (Yaoundé, Douala and Dschang),
and customer of these structures. For this purpose, a survey was carried out on 60 employees and 372
customers in total. The acquired survey data was evaluated via confirmatory factor analyses, reliability
analyses and structural equation model. According to the findings obtained from the research, internal
marketing affects the two dimensions of customer trust positively, but their effect on interpersonal trust is
greater than their effect on organizational trust.
Keywords -Internal marketing, customer trust, second-tier micro finance institutions, Cameroon.
I. INTRODUCTION
Over the years, interest in relationship marketing has grown steadily both in the literature and within
service organizations themselves. The financial services sector is not to be outdone and is active in the
development of long-term customer relationships. Thus, the race towards customer loyalty, commitment and
trust, all variables of relationship marketing (Morgan and Hunt, 1994; Dwyer and Schurr, 1987) is evidence of
this. Also, the link between trust and loyalty has been established in the banking sector by authors such as Des
Garets et al. (2009), service organizations have become more aware of the value of earning the trust of their
customers.
In a sector of activity marred by the bad behaviour of certain actors, the reputation of microfinance in
many countries needs to be rebuilt. The multiple closures of MFIs (micro finance institutions) in Cameroon have
instantly damaged client confidence. This lack of trust is reflected in the diversification of financial service
providers by the same client. According to Parasuraman et al (1988), reliability is the most important dimension
of service quality. This is all the more important when it comes to financial services. In such a context, there is
an urgent need to identify areas for development, better to restore customer confidence.
The trust in question is a determining factor in the quality of human relations and it is earned. It
requires a certain behaviour or attitude towards the target from the organisations. Coming from a good service
experience, or even from positive word of mouth, Chouk and Perrien, (2003) believe that trust is the basis of all
human interaction or exchange. For Gundlach and Murphy (1993,) "trust is the most universally accepted
variable as a basis of any human interaction or exchange". Moreover, the solidity of a relationship between the
bank and its client is based on mutual trust (Perrien and Ricard, 1994). Therefore, trust can be of considerable
value to organizations. Brand owners have understood this and are working to develop this feeling in the client.
It remains to be seen what strategies can be used to achieve this in such a tumultuous competitive context.
The marketing mix has long been presented as the organization's flagship instrument for achieving its
customer objectives. The adoption of relationship marketing redirects organizations towards the human
resources of the company, which now constitute a real asset. Internal marketing that places the employee at the
heart of the company's concerns thus integrates the Seignour and Dubois (1999) relational paradigm. With this
discipline, the employee becomes the instigator or engine of customer confidence in the organization. Work on
trust generally focuses on forms of trust (Khalifa and Kammoun, 2013) or the measurement of trust (Benamour,
2000). With respect to internal marketing, the few works that associate it with trust generally deal with its effect
on employee trust (İçli and Aslan, 2012; Hume and Hume, 2015), to the detriment of its effect on the trust of
external customers. Thus, the purpose of this study is to examine the influence of internal marketing (IM) on
organisational and interpersonal customer trust of micro finance organization of Cameroon.
The remainder of this paper is organized as follows. Section 2 presents the literature
review and hypotheses. Section 3 present the methodology and the results obtained from testing the conceptual
2. Internal marketing and Customer trust in second-tier micro finance institutions in Cameroon.
International Journal of Business Marketing and Management (IJBMM) Page 88
model using structural equation modelling (SEM). Section 4 concludes with a discussion of the importance of
the findings to internal marketing research and their implications for micro finance managers.
II. LITERATURE REVIEW AND HYPOTHESES
2.1 Trust: an ambivalent concept
Encouraging customers to trust the firm is a top priority among the goals of service firms, and
developing trust with customer-contact employees is one of the most cited practices in building long-lasting
customer-to-firm relationships (Claycomb and Martin, 2001). Trust is an important element in business-to-
customer relationships, in developing loyalty, and banks should strive to gain the trust of customers (Ndubisi,
2006). This trust is based on previous generalized experience (Hardin, 1996). Whether defined or measured,
trust is a difficult concept to grasp despite its importance. Khalifa and Kammoun, (2013) provide an overview of
the definition of trust. For them, trust is defined according to three concepts in the literature review. A first
group of authors defines trust in terms of belief only (Anderson and Weitz 1989; Schurr and Ozanne, 1985;
Swan and Silva, 1985; Swan, et al., 1999; Hosmer, 1999), while a second group emphasizes the behavioural
dimension of trust by defining it in terms of willingness to place oneself in a vulnerable situation (Mayer et al.,
1995; McAllister, 1995). Finally, a third group that defines trust in terms of presumption (O'Malley and Tynan,
1999; Bidault and Jarillo, 1995; Gurviez, 1999) takes credit for simultaneously taking into account the
cognitive, affective and future orientation aspects while emphasizing the vulnerability linked to trust. In addition
to this plurality of opinions on the definition, problems relating to the concept of trust also concern its
measurement.
Trust has been addressed in the literature using several approaches: a one-dimensional approach, a two-
dimensional approach and a three-dimensional approach, with the immediate consequence of the diversity of
measurement that the concept of confidence enjoys. Indeed, initial conceptualisations of the concept tended to
focus on the credibility component (Morgan and Hunt, 1994) or focus on the benevolence component (Anderson
and Narus, 1990). For Ganesan (1994), credibility is the degree to which the retailer believes that the supplier
has the expertise required to perform its task effectively and reliably. As for benevolence, Geyskens et al. (1996)
define it as a belief that the partner is sincerely motivated by the pursuit of mutual benefit. It is the emotional
component of trust (Ganesan, 1994; Kumar, 1995; Doney and Conney, 1997). But, some researchers think that
trust is best measured using both credibility component and benevolence components. Proponents of this
approach include (Graf et al, 1999; Sirdeshmukh et al., 2002). In addition to these two previous approaches,
authors such as (Frisou, 2000; Gurviez and Korchia, 2002) attribute three dimensions to trust. These are the
dimensions: competence, honesty and benevolence. While competence refers to the "know-how" and "soft
skills" of the exchange partner, honesty According to Morgan and Hunt (1994) refers to "the belief that the
words spoken by the partners will be kept". In addition to defining and measuring trust, there are several types
of trust.
Depending on whether the sector of activity is that of tangible products or services, a nuance also
appears in the type of trust. In the tangible goods sector, consumer confidence is linked to the brand, whereas
the services sector does not make this clarification. A distinction must therefore be made at this level: is the
confidence of the savers of a micro-finance institution related to the employees or to the financial institution
itself? This reveals two types of trust: interpersonal trust and organisational trust. Mayer et al. (1995) define
interpersonal trust as "trust [...] is the willingness of one party to be vulnerable to the actions of another party
based on the expectation that the other will perform a particular action important to the trustor, irrespective of
the ability to monitor or control that other party". As for organizational trust, it is defined as the presumption
that the enterprise is honest and caring towards its customers (Sireix and Dubois, 1999; Bidault and Jarillo,
1995). Given that trust in contact personnel does not necessarily induce trust in the service-providing firm, and
vice versa (Khalifa and Khammoun, 2013), it is interesting to consider these two types of trust in this study in
order to make a clear distinction on IM's contribution to each trust.
2.2 Internal marketing
The literature on internal marketing has grown since Sasser and Arbeit (1976), Berry et al. (1976) and
George (1977) first mentioned this term. All service industries are struggling with it. From financial institutions
(Ganjavi et al., 2015; Ghoneim and El tabie, 2014) to hospitals (Ng et al., 2016) and hotels (Kezen et al., 2017),
no sector is depriving itself of the benefits of internal marketing within its managerial sphere. The contributions
of authors such as (Ahmed & Rafq, 2003; Ballantyne, 2003; Greene et al., 1994; Grönroos, 1994; Rafiq and
Ahmed, 2000) are never-ending and remain topical. Defined by Berry and Parasuraman (1991) as "attracting,
developing, motivating and retaining qualified employees through job-products that satisfy their needs" and by
Gronroos (1990) like "a philosophy to manage the staff and a systematic way for developing and performing a
3. Internal marketing and Customer trust in second-tier micro finance institutions in Cameroon.
International Journal of Business Marketing and Management (IJBMM) Page 89
service culture", the authors do not always agree on its definition, nor on its operationalization. Moreover,
According to Dubravka and Nina (2007) four main ideas can emerge from the different definitions of internal
marketing: human resources management, the use of marketing techniques in the internal market, external
customer satisfaction and competition. Regarding the operationalization of internal marketing, the number of
dimensions of internal marketing is not yet official, as is the case of the concept of service quality with the
Servqual model of Parasuraman et al. (1988). Moreover, if the importance of internal marketing is generally
established because it belongs to the relational current that has downgraded the transactional approach, the
contradictions also concern its primacy in terms of marketing proper. While Kotler et al. (2009) argue that
training and motivating employees to serve customers is even more important than external marketing, Harari
(1991) believes that focusing on internal customers makes them forget about external customers, even though
they are the ones who pay the company's bills. In this war of ideas, the nature of the relationship between
internal marketing and customer trust has not remained irrelevant to the scientific community.
The authors who have brought the two concepts of internal marketing and trust together have not
approached it from a similar angle. The differences in the work linking internal marketing and trust appear at the
level of the study population and have a bias towards the trust of the "internal customer" employee. Thus, Kezen
et al. (2017) deals with employee trust in the hotel industry, while Ng et al. (2016) work on employee trust in
the hospital sector. While this study wants to understand the effect of internal marketing on customer trust, some
people (Ng et al., 2016 or Vlaar et al., 2007) rather seek the effect of trust on internal marketing and not the
effect of internal marketing on trust. Moreover, those dealing with the trust of external customers are rare. In
any case, these authors generally agree on the positive relationship between internal marketing and employee
trust. Indeed, according to Kezen et al. (2017), internal marketing affects trust in the manager and trust in the
organization positively. ETİ-İÇLİ and ETİ-ASLAN (2012) point out that internal marketing have like purposes
to encourage the employees to trust each other. Similarly, Hume and Hume (2015) express in their studies that
an environment of trust among the employees might be secured via internal marketing. Ng et al. (2016) who
seeks to explore the impact of commitment and trust on internal marketing within the hospital industry, found
that commitment and trust played a moderating role on internal marketing. From the perspective of the above
authors, we formulate the following hypotheses:
H1: Internal marketing has a positive effect on interpersonal trust of customer.
H2: Internal marketing has a positive effect on organizational trust of clients.
III. RESEARCH METHODOLOGY
The operationalization of the variables of the search model is based on the adaptation of existing scales
in the literature. For measuring customer trust, we have adapted the trust scales used by Khalifa and
Khammoun, (2013) since their study was carried out on bank clients who are a population belonging to the
financial services sector such as microfinance. For the measurement of internal marketing, we used the scale of
Foreman and Money (1995) and all the measurement items are presented in appendices 1 and 2.
Figure 1 : Conceptual framework
Internal
Marketing
Organisational
trust
Interpersonal
trsut
H1
H2
4. Internal marketing and Customer trust in second-tier micro finance institutions in Cameroon.
International Journal of Business Marketing and Management (IJBMM) Page 90
The population studied is composed of 60 employees and 372 customers of second-tier microfinance
institutions in the cities of Douala, Yaoundé and Dschang. The convenience sampling method was the one we
used. The choice of the micro finance sector as the context of investigation is explained by the contrast between
the curiously increasing number of customers and the bad reputation of this sector of activity in Cameroon due
to the multiple closures of the said establishments from one day to the next.
Two questionnaires were used to collect the data. The first one was addressed to the employees of the
sampled microfinance institutions in order to evaluate the internal marketing policy implemented in the different
structures, while the second questionnaire assessed the customer’s trust in the same institutions. These
questionnaires were pre-tested beforehand in order to ensure the fidelity of the measurement scales. All items
were evaluated on a 5-point Likert scale ranging from "strongly disagree" to "strongly agree".
Once the data were obtained, a quality check of the measurement scales was performed using SPSS 20.
As a first step, the exploratory step of cleaning the measurement scales was performed. A Principal Component
Analysis (PCA) was performed to verify the dimensionality of the variables. In addition, Cronback Alpha was
used as an indicator of the internal consistency of the measurement scale. In a second step, a structural analysis
model was tested in order to confirm the quality of the measurement scale and to determine the nature of the
link between the two constructs (internal marketing and trust). This step was performed by Stata 14 software.
IV. ANALYSIS AND RESULTS
This paper employ a structural equation modelling (SEM). We have used Stata 14 to investigate the
causal relationship among the variable. This analysis followed different stages:
Exploratory Factor Analysis was conducted to define possible relationships of observed variables for internal
marketing and trust.
A confirmatory factor analysis (CFA) was conducted to empirically test the measurement model.
Multiple tests on construct validity and reliability were performed, where items with low loading were
eliminated. Model fit was evaluated using the maximum likelihood (ML) method.
Construct reliability was assessed using Cronbach’s α and composite reliability (CR) using CFA. As the α-
values (Table 4) for all the constructs are greater than the guideline of 0.70, it can be concluded that the scales
can be applied for the analysis with acceptable reliability (Saunders et al., 2003). t-statitics was calculated from
model estimates using the t-statitics formula given by Fornell and Larcker (1981). In the measurement model,
all constructs had a t-statitics greater than 1.96. Based on these assessments, measures used within this study
were within the acceptable levels supporting the reliability of the constructs (Table 7).
Table 6 reports all fit statistics results. All the model-fit indices exceeded the respective common
acceptance levels suggested by previous research (Kim et al., 2004), demonstrating that the measurement
model exhibited a good fit with the data collected.
Table 3: Factor loading of rotated component matrix
Items Components
Vision Development Rewards Trust
Vision 1 0.716
Vision 2 0.869
Vision 3 0.888
Development 1 0.705
Development 2 0.852
Development 3 0.854
Development 4 0.760
Rewards 1 0.894
Rewards 2 0.798
Rewards 3 0.848
Organisational trust 0.847
Interpersonal trust 0.791
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International Journal of Business Marketing and Management (IJBMM) Page 91
Table 4: Reliability Statistics
Construct Crombach’s α
Vision 0.985
Development 0.865
Rewards 0.799
Organizational trust 0.986
Interpersonal trust 0.859
Our structural model was estimated using Stata 14. Figure 2 shows the results of structural model with the path
coefficients.
Figure 2: Structural Model Results and Research Hypotheses
Internal
Marketing
Organisational
trust
Interpersonal
trsut
1.548***
0.985***
The simple observation of the betas that link IM to the two dimensions of trust reveals that the effect of
internal marketing is much stronger on international trust (Beta = 1.548) than on organizational trust (beta =
0.985). Verification of the quality of fit of the structural model is ensured by examining the absolute,
incremental and parsimony indices given in the table below. On reading these results, we can argue that the
relationship between internal marketing and micro finance customer trust is positive.
Table 5: Adjustment indices of the structural model
Absolute indices Incremental indices parsimony index
RMSEA CFI TLI AIC CAIC
0,035 0.992 0.996 41562.51 33189.96
Source: Authors
Table 5 above indicates that the structural model has a good fit. In fact, the CFI and TLI indices are higher than
0.9 and close to 1, and the RMSEA is lower than 0.05, i.e. 0.035. This state of the structural model leads us to
the next step, which is to give the results of the hypothesis test carried out. This is the purpose of the table
below.
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International Journal of Business Marketing and Management (IJBMM) Page 92
Table 6: Causal link and validation of hypotheses
Causality link Coefficients
(Beta)
t-statitics Significance
H1 : Internal marketing → Interpersonal trust 1.548*** 12.04 0.0000
H2: Internal marketing → Organizational trust 0.985*** 8.22 0.0000
The results in Table 6 above verify the significance and importance of the causal links between internal
marketing and the two dimensions of customer trust, with a view to validating the assumptions of the structural
model. Observation of this table shows that all Beta are positive, which means that internal marketing have a
positive influence on customer trust, but in different proportions. We therefore accept H1 and H2. In fact,
internal marketing has the positive and significant effect on the two dimensions of customer trust (Beta = 1.548,
and 0.985; and P = 0.000). Thus, the particularity of these results is that they provide an insight into the effect of
IM on several dimensions of customer trust.
V. Conclusion and Discussion
This paper wanted to provide a superior understanding of the relationship between internal marketing
(three dimensions: reward, development and vision) and customer trust in second-tier micro finance institutions.
Specially, this study investigated how internal marketing would affect interpersonal and organizational trust.
According to findings, there is a positive relation between internal marketing and the two dimensions of
customer trust. But what is interesting here is the finding that the effect of internal marketing on interpersonal
trust is greater than the effect of internal marketing on organizational trust. This result is in line with Gatfaoui's
(2007) earlier finding that interpersonal trust is most important for the bank's customers. Microfinance, just like
the bank, is a financial service provider, which may justify this result agreement. Furthermore, this primacy of
interpersonal trust over organizational trust could be explained by the fact that internal marketing gives the
employee a privileged place in the achievement of his or her objectives. In addition, with internal marketing, it
is the company's personnel who are brought to the forefront to mediate between the company and its customers.
In the same way, Doney and Cannon (1997) argue that since sales personnel reflect the values and attitudes of
the supplier firm, the trust of customer firms in the supplier firm would be linked to trust in the contact
personnel in the event that the customer firm has no experience with its supplier. However, Gatfaoui (2007)
adds that interpersonal trust and organizational trust feed off each other, which is not shared by Khalifa and
Khammoun, (2013). The latter believe that trust in contact personnel does not necessarily induce trust in the
service provider company, and vice versa. In any case, whether it is organizational or interpersonal trust, the
most important thing is to generate customer trust in the company's products, in short, loyalty to the
organization's products, and internal marketing has proven to be a solution. It would be appropriate to add some
other variables of internal marketing to future research models that did not exist in the present research model.
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VI. APPENDIX
Appendix 1: internal marketing items (foreman and money 1995)
VISION
V1 Our organization offers employees a vision that they can believe in
V2 We communicate our organization’s vision well to employees
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V3 This organization provides an achievable vision to its employees
DEVELOPMENT/TRAINING
D1 Our organization prepares our employees to perform well
D2 Our organization views the development of knowledge and skills in employees as an
investment rather than a cost
D3 Our organization teaches our employees “why they should do things” and not just
“how they should do things”
D4 In our organization, we go beyond training and educate employees as well
REWARDS
R1 Our performance measurement and reward systems encourage employees to work
together
R2 Our organization measures and rewards employee performance that contributes most
to our organization’s vision
R3 In our organization, those employees who provide excellent service are rewarded for
their efforts
Appendix 2: trust items (Khalifa and Kammoun, 2013)
Interpersonal trust
BENEVP1 Staff takes care of customers' interests
BENEVP2 The staff considers me as a friend
BENEVP3 The staff is sincerely attentive to customers
BENEVP4 Staff are always caring for customers
CRED1 Staff will deliver on their commitments
CRED 2 Staff commitments are fully credible
CRED 3 I have confidence in staff commitments
CRED 4 Staff promises will not be kept
COMP 1 Staff are experts in their field
COMP 2 The staff is ahead of the competitors' staff
COMP 3 Staff are fully conversant with new technologies
COMP 4 The staff offers a guarantee of competence
Organizationally trust items
CREDB1 This microfinance keeps its promises to its customers
CREDB2 This microfinance is not always honest with its customers
CREDB3 I believe the information issued by this microfinance
CREDB4 I find it necessary to be vigilant when dealing with my microfinance.
10. Internal marketing and Customer trust in second-tier micro finance institutions in Cameroon.
International Journal of Business Marketing and Management (IJBMM) Page 96
BENEVB1 I believe that my microfinance is continually improving its services to keep up with the
Technology Advancement Account
BENEVB2 My microfinance is interested in its customers
BENEVB3 My microfinance is sincere to customers
BENEVB4 I believe that this microfinance is continually seeking to improve its responding to
consumer needs