Metadata onlyThe paper proposes and empirically evaluates a new internal marketing (IM) implementation model as a framework for implementing marketing strategies. The paper proposes the concept of IM mix or a set of controllable instruments inside the organisation that can be used effectively to influence employees so that they are motivated and act in a customer-oriented fashion. In the model organisational competencies mediate the relationship between IM mix and business performance. Additionally, the model postulates that application of marketing-like philosophy and marketing-like tools internally moderates the relationship between IM mix and organisational competencies. All the major hypotheses were supported by the empirical research. In particular the IM mix was shown to be a reliable measure and strongly related to business performance. The research supports the view that organisational competencies mediate the relationship between the IM mix and business performance

PurposeThe main purpose of this study is to explore the relationship between total quality management (TQM) practices and service quality as well as the relationship between TQM practices and market orientation.Design/methodology/approachStructured questionnaires were distributed to managers of 175 service organisations in the northern region of Malaysia; 101 were returned.FindingsThe results show that employee empowerment, information and communication, customer focus, and continuous improvement had a significant effect on service quality whereas only employee empowerment and customer focus had a significant effect on market orientation.Research limitations/implicationsA wider sample can be used for any future study, which can be generalized to the service industry with multiple responses from different individuals and management levels. The same study can also be completed by including more TQM practices as well as other mediating variables like environment, culture, and control within the organization.Practical implicationsThis study contributes significant knowledge to the service industry since there is still a lack of studies that have been done in relation to TQM in service organizations due to its origin, which is more related to manufacturing organizations. It helps towards understanding the improvement in quality efforts in service organizations in the context of Malaysian practitioners.Originality/valueThis study adds to the literature by bridging the gap and showing the importance of TQM practices in service organizations. It also provides some theoretical contributions to the TQM development, in relation to market orientation.

Purpose Buy Muslim’s First campaign started with the primary aim of urging the Muslim community to be more vigilant about halal or Shariah-compliant products, leading to a number of halal-related issues, triggered by the exploitation or misuse of the halal logo in Malaysia. The purpose of this study is to gain an understanding of the purchase intention for Muslim-made products by applying the theory of planned behaviour (TPB). Halal consciousness was integrated as a moderating influence on the purchase intention of Muslim-made products. Design/methodology/approach Data collection was performed through a self-administered questionnaire which was distributed through convenience sampling method. Therefore, a useful sample comprising 152 Malay Muslim participants aged over 18 was collected. For hypothesis testing, hierarchical multiple regression analysis was implemented. Findings It was found that the participants’ attitudes towards the purchase of Muslim-made products and their perceived behavioural control significantly influenced their purchase intention, but the subjective norm did not impact this intention. Furthermore, halal consciousness moderated the relationships among all the independent and dependent variables. Halal consciousness moderated the relationship between participants’ attitudes towards Muslim-made products and their perceived behavioural control towards the purchase intention; however, this moderation did not occur through the subjective norm and the purchase intention. Research limitations/implications As the findings of this study were limited to the Muslim population in Malaysia, it might be difficult to generalize for other nations that have no similarities with the Malaysian Muslim culture. Practical implications The findings of this study may support Muslims to implement more effective marketing strategies that attract the target customers to purchase Muslim-made products. Effective promotion may attract potential customers as well. Originality/value The halal consciousness among Muslim consumers is important for the moderation and prediction of consumers’ intention to purchase Muslim-made products.

Based on the literature, we present an artificial intelligence marketing (AIM) framework that enables autonomous machines to receive big data and information, use artificial intelligence (AI) to create knowledge, and then disseminate and apply the knowledge to enhance customer relationships in a knowledge-based environment. To develop the AIM framework, we bring together and curate a wide range of relevant literatures including real-life examples and cases, and then understand how these literatures contribute to the framework in this research topic. We explain the AIM framework from the interdisciplinary perspective, which is an important role of both the artificial intelligence and marketing academia. The AIM framework includes three main components, including the pre-processor, the main processor, and the memory storage. The main processor, which is the key component, uses AI to process structured data processed by pre-processor in order to make real-time decisions and reasonings. The AI approach is characterized by its hypothetical abilities, learning paradigms, and operation modes with human. The strategic use of the developed AIM framework based on the literature to enhance customer relationships, including customer trust, satisfaction, commitment, engagement, and loyalty, is presented. Finally, future potential investigations are presented to drive forward this interdisciplinary research topic.

PurposeA new marketing definition was issued by AMA in 2007. However, the new definition has argued that marketing covers a set of activities that guide organizations to achieve their business objectives. Perhaps, exploring the new insight of service practitioners would enhance the understanding of how the new marketing definition is universally applicable, especially in a developing country. This paper seeks to focus on the issues.Design/methodology/approachThe qualitative research was conducted on a sample of managers who worked in a low‐cost carrier (LCC) airline. Four managers of ten LCCs agreed to participate in the study. The interviewees had to comment on their business challenges and current practices. The researcher then classified the interviewees' comments and opinions into sub‐topics.FindingsThere are some future agenda and implications for practitioner and service marketing researchers to develop service quality in the Indonesian LCC industry. The factors are corporate image, employees' capabilities, and a strong bonding with reliable suppliers.Practical implicationsIn the LCC industry, the combination of internal and external supplier capabilities to deliver service quality is a business strategy to gain service breakthroughs.Originality/valueThis is preliminary investigation to identify a new research agenda in service marketing and to improve the quality of LCC service in Indonesia.