How critical is internal customer orientation to market orientation?

Conduit, Jodie; Mavondo, Felix T

doi:10.1016/s0148-2963(99)00044-2

Cited by 313 publications

(297 citation statements)

References 31 publications

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“…Furthermore, the quality of internal services has been associated with the quality culture of organizations (McDermott and Emerson, 1991). Also, Conduit and Mavondo (2001) indicate that there are positive associations among internal service quality, employee satisfaction, and customer retention.…”

Section: Internal Service Qualitymentioning

confidence: 91%

Does Internal Marketing Foster Employee Creativity in the Hospitality Industry? A Conceptual Approach

Gjurašić¹,

Marković²

2017

Tourism in Southern and Eastern Europe

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Purpose -The concept of employee creativity enhancement is overlooked, although it is an important factor that impacts a hotel's position. In a competitive and uncertain economic environment, organizations need creative employees to improve service quality, enhance organizational effectiveness, and ensure long-term survival (de Jonge et al., 2012;Lusch et al., 2007). Moreover, the success of any organization depends on its ability to adapt to change that in turn requires creativity and innovation (Carr and Johansson, 1995). Therefore, this study aims to conduct a comprehensive review of the literature on internal marketing, internal service quality, and employee creativity concepts and research. Methodology -The data for this study was gathered using the desk research method. The existing literature and scientific text publications on the management of internal marketing were utilized. Content analysis and descriptive method were used to display the development and explanation of internal marketing, internal service quality, and employee creativity terms. Findings -The findings suggest that internal marketing activities are crucial for managing employees in the hospitality industry. Employees are treated as internal customers and encouraged to provide creative and innovative services to the external customers. Originality of the research -The paper provides a useful review of the appropriate literature related to internal marketing, internal service quality, and employee creativity research in hospitality management. Creativity and creativity training are becoming increasingly important in developing learning organizations nowadays. The conceptual model created in this paper is an assumption how to encourage employees in the hospitality industry to provide creative and innovative services to the external customers.

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Section: Internal Service Qualitymentioning

confidence: 91%

Does Internal Marketing Foster Employee Creativity in the Hospitality Industry? A Conceptual Approach

Gjurašić¹,

Marković²

2017

Tourism in Southern and Eastern Europe

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“…As análises extraídas das subdimensões podem ser um instrumento valioso na identificação das necessidades e dos motivos de insatisfação do mercado interno, permitindo aos gestores elaborarem políticas que atendam às necessidades e expectativas de seus funcionários. Dessa forma, há possibilidade de ampliar o entendimento sobre seu corpo funcional e convergir em objetivos, tendo, como resultante, ganho de desempenho e criação de vantagem competitiva para a instituição pública (CONDUIT; MAVONDO, 2001;GOUNARIS, 2008).…”

Section: Orientação Para O Mercado Internounclassified

Orientação para o Mercado Interno no Serviço Público de Ensino

Santos

Moraes

Mainardes

et al. 2017

ROC

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O presente estudo é baseado na teoria do Marketing Interno (MI) e sua aplicação por meio da Orientação para o Mercado Interno (OMI) no contexto do serviço público. O objetivo é identificar quais fatores da OMI afetam a satisfação dos servidores de uma instituição de ensino pública de forma a contribuir com as políticas públicas. Trata-se de um estudo descritivo, com corte transversal e abordagem quantitativa. A investigação empírica ocorreu a partir de um questionário estruturado com base no modelo de Gounaris (2006), respondido por 405 servidores da instituição de ensino estudada. Os resultados obtidos apresentaram que o serviço público tem baixa orientação para o mercado interno, mostrando que satisfação no trabalho e OMI são conceitos inter-relacionados, mas que, para o serviço público, existem outras variáveis que impactam na satisfação, porém não estão contempladas no modelo. Dos 10 fatores testados, apenas os seguintes mostraram-se significativos para satisfação do servidor: Comunicação interna com os colaboradores; Comunicação interna entre gerentes e Atenção aos grupos com necessidades comuns.

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“…(22) Three factors (hospital support, nursing discipline, and patient communication) formed after factor analysis with a total of 22 items. The Cronbach's α values were 0.905, 0.883, and 0.842 respectively.…”

Section: Instrumentsmentioning

confidence: 99%

Internal Marketing and Its Moderating Effects between Service-Oriented Encounter and Patient Satisfaction

et al. 2016

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Objective: To investigate how the internal marketing perception of nurses could have a significant positive moderating effect on the relationship between service-oriented encounter and patient satisfaction in nursing negligence. Methods: The subjects were nurses in the surgery units of hospitals at the regional level or higher in Taiwan. A total of 669 questionnaires were distributed and 609 questionnaires were recovered between December 2014 and January 2015, the number of valid questionnaires was 534 for a valid questionnaire recovery rate of 79.8%. Finally, we adopted the SPSS 18.0 analysis software for analysis and processing. Results: Results indicate that service-oriented encounter has a significant positive influence on patient satisfaction and internal marketing perception among nurses has a significant positive moderating effect on the relationship between service-oriented encounter and patient satisfaction. Conclusions: This study suggests that hospital managers need to recognize the importance of internal marketing for the more expressions toward service-oriented encounter, and further improve patient satisfaction. This kind of relationship is rarely discussed in the research literature, and it can be applied for human resources management of nursing staff. Hospitals must integrate the goal of patients first into the individual performance evaluation of nursing personnel by providing nursing personnel with information related to the evaluation standards of the organizations to help them understand and determine the job performance or service-oriented behavior expected by the organizations while acknowledging the objectivity and fairness of the performance evaluation system.

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How critical is internal customer orientation to market orientation?

Cited by 313 publications

References 31 publications

Does Internal Marketing Foster Employee Creativity in the Hospitality Industry? A Conceptual Approach

Does Internal Marketing Foster Employee Creativity in the Hospitality Industry? A Conceptual Approach

Orientação para o Mercado Interno no Serviço Público de Ensino

Internal Marketing and Its Moderating Effects between Service-Oriented Encounter and Patient Satisfaction

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