This study explores how the adoption of an internal marketing (IM) program in a retail banking setting enhances some positive employee behaviours that promote customer perceived service quality. A multilevel research design is adopted which draws evidence from branch managers, employees and customers in order to investigate whether branch manager's adoption of an Internal Marketing philosophy affects front-line employee responsiveness to the firm's internal marketing strategies and their levels of motivation, empowerment and organizational identification respectively. The equity theory and the social exchange theory constitute the theoretical background of this study. Results indicate that manager's IM adoption can enhance employee adoption of IM and raises their levels of motivation, empowerment and organizational identification. The moderating role of manager-employee dissimilarity is also discussed. Finally, findings confirm that employee motivation, empowerment and organizational identification affect customer perceptions of service quality.
Case teaching note: Designing a multiple sting, digitally focussed, marketing communications campaign plan for Cirque du Soleil's next London show. Group role play seminar activity.
Drawing on the magic of Cirque du Soleil, this armchair case study invites you to make an imaginary step into the world of digital advertising agencies. Flexing your communication skills and applying your marketing knowledge, this real world, hands-on activity challenges you to collaborate together to create a digitally focussed campaign that addresses the author-developed client brief. This case is designed for use in digital marketing and marketing communications (marcoms) modules on both undergraduate and postgraduate programmes.
Learning outcomesBy the end on this case study, you should be able to: Create a range of typical customer personas; Develop an engaging, headline email marketing sequence; Formulate a content marketing plan using the digital funnel concept;Collaborate in a team to create a high-level advertising agency campaign plan.
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