Measuring the Internal-Market Orientation in the Public Sector

Mainardes, Emerson Wagner; Cerqueira, Alexandre dos Santos

doi:10.1007/s11115-015-0307-1

Cited by 6 publications

(3 citation statements)

References 48 publications

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“…More than three decades ago, internal marketing was introduced as a tool to raise the quality of services provided (Mainardes and Cerqueira, 2015) and was visualized as employees being internal customers and their activities represented the inner products of the organization such that one of the emphasis areas of organizations should be on providing internal products that satisfy the needs and desires of these internal customers, given the organization’s goals (Berry, 1981). The way to achieve employee satisfaction was to treat them as customers (Berry et al ., 1976) and these internal customers, like external customers, wished to have their needs met, thus increasing the possibility of generating external satisfaction and loyalty (Rafiq and Ahmed, 2000).…”

Section: Literature Reviewmentioning

confidence: 99%

“…However, there is little research that investigates both of these marketing orientations on organizational commitment. Internal marketing and organizational commitment have received most of the marketing orientation-related research emphasis (Bansal et al ., 2001; Hall et al ., 2016; Lee et al ., 2015; Mainardes and Cerqueira, 2015; Yang et al ., 2015).…”

Section: Introductionmentioning

confidence: 99%

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Factors influencing organization commitment

Schulz

Martin

Meyer³

2017

JMD

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Purpose The purpose of this paper is to investigate the effects of internal marketing orientation, external marketing orientation, and subjective well-being on the affective organizational commitment of frontline employees. Design/methodology/approach Previous research was used to develop hypotheses and develop a questionnaire for this project. An online survey was completed by 108 frontline employees. Findings The hypothesized model of all three variables having positive effects on organization commitment was supported. Internal marketing orientation, external marketing orientation, and subjective well-being were significant predictors of affective organizational commitment. Research limitations/implications A key limitation of this study is the cross-sectional, data collection design. A longitudinal study would allow for increased confidence when evaluating causal inferences with this type of data. Practical implications This paper identifies how managers may be able to use internal marketing orientation, external marketing orientation, and subjective well-being as potential tools to increase the affective organizational commitment of frontline employees. Social implications This paper demonstrates the importance of subjective well-being as an important component of life for an employee and success of the organization. Originality/value This paper extends current research on affective organizational commitment by testing a new model that includes internal marketing orientation, external marketing orientation, and subjective well-being as predictor variables.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Factors influencing organization commitment

Schulz

Martin

Meyer³

2017

JMD

View full text Add to dashboard Cite

show abstract

“…Internal marketing is introduced as a marketing tool to improve employees' service quality (Mainardes & Cerqueira, 2015). Internal marketing is defined as "treating employees as internal customers and their work as internal products to meet the needs and demands of these internal customers, while addressing the objectives of the organization" (Awwad & Agti, 2011;Rafiq & Ahmed, 2000).…”

Section: Internal Marketing and Ocbmentioning

confidence: 99%

Motives for Employees Communicate Positive Electronic Word of Mouth (eWOM) on Social Network Sites: Exploring Moderating Mechanisms

Zhang

Liu

2021

Australasian Marketing Journal

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Electronic word of mouth (eWOM) has received attention from marketing academic society in the last decade. Extant literature explains why consumers spread eWOM in social network sites (SNS), but the motivations of internal employees’ eWOM behavior are not extensively researched. This article aims to explore what factors motivate employees to create positive eWOM in SNS and the moderating variables in the effects of these motivations. Capturing motivations of employees’ positive eWOM behavior in SNS and moderating variables, the hypotheses were proposed by drawing on the literature of organizational citizenship behavior (OCB), internal marketing, and consumer eWOM. Responses from a sample of 301 employees were conducted through an online questionnaire survey. The result reveals three job-related motivations and two social-related motivations of employees’ positive eWOM behavior with four moderating variables influencing these relationships in different ways. This study makes theoretical contributions to eWOM literature by integrating consumers’ eWOM and employees’ OCB research, probing into this issue from the internal employees’ perspective. Besides, it provides insightful implications for marketing managers on motivating employees to create positive eWOM in SNS voluntarily.

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New Frontline Actors Emerging from Cross-Sector Collaboration: Examples from the Fire and Rescue Service Sector

Hansson

Weinholt

2018

Public Organiz Rev

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Measuring the Internal-Market Orientation in the Public Sector

Cited by 6 publications

References 48 publications

Factors influencing organization commitment

Factors influencing organization commitment

Motives for Employees Communicate Positive Electronic Word of Mouth (eWOM) on Social Network Sites: Exploring Moderating Mechanisms

New Frontline Actors Emerging from Cross-Sector Collaboration: Examples from the Fire and Rescue Service Sector

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