The scope of internal marketing: Defining the boundary between marketing and human resource management

Rafiq, Mohammed; Ahmed, Pervaiz K.

doi:10.1080/0267257x.1993.9964234

Cited by 264 publications

(271 citation statements)

References 12 publications

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“…This result is in line with some concerns (Harari, 1991;Lings and Brooks, 1998;Rafiq and Ahmed, 1993) that internal customer philosophy should be applied with caution, as it may have a negative impact on some aspects of external service quality (stemming from confusion and lack of proper orientation towards the real customer). Nevertheless, such concerns remain academic in nature since they have not been supported empirically while, anecdotally speaking, a large number of companies (including Hyatt, UPS, Merck and Time) have adopted the internal customer philosophy and report a wide variety of positive impacts (Davis, 1991;Feldman, 1991;Marshall et al, 1998).…”

Section: Internal and External Service Qualitysupporting

confidence: 64%

The relationship between internal and external service quality

Bouranta

Chitiris

Paravantis

2009

Int J Contemp Hospitality Mngt

164

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Purpose -The purpose of this paper is to provide experimental evidence supporting the view that internal service quality has a direct effect on external service quality. Design/methodology/approach -The study focuses on the restaurant industry in Greece. Waiters are considered as internal customers and kitchen personnel as internal suppliers. Inferential analysis included factor analysis on individual waiter and customer data as well as canonical correlation analysis on a restaurant level. Findings -Factor analysis of external service quality revealed six factors including product, organizational image, safety and choice, empathy, reliability as well as responsiveness. Internal service quality factors, additional to those found in external service quality research, included professionalism and internet. Canonical correlation revealed that the internal service quality dimensions of safety, reliability and internet exert a direct positive influence on the external service quality dimensions of organizational image, empathy and responsiveness. Originality/value -The paper shows that service firms should focus on internal service quality in order to improve external service quality.

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Section: Internal and External Service Qualitysupporting

confidence: 64%

The relationship between internal and external service quality

Bouranta

Chitiris

Paravantis

2009

Int J Contemp Hospitality Mngt

164

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“…According to this, we can propose concept of internal marketing mix. The most obvious depiction of internal marketing mix was offered by Pierce and Morgan (1991) and developed by Ahmed and Rafiq (1993). Based on Pierce and Morgan's viewpoint using of the product, price, communications and internal distribution will be leaded to facilitation of organizational change process (Piercy and Morgan, 1991).…”

Section: Internal Marketingmentioning

confidence: 99%

Examining the Impact of Internal Marketing on Organizational Citizenship Behavior

Abzari¹,

Ghujali²

2011

IJMS

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Internal marketing tries to satisfy needs of employees by considering them as the organization's internal market. According to performed researches satisfaction of the organization's employees needs in the best manner through internal marketing activities could be leaded to forming and improving of employees' extra-role behaviors in addition to improvement of their in-role behaviors. Organizational citizenship behaviors are one of the extra-role behaviors of employees in the organization. Thus, the present survey examines the relationship between internal marketing and organizational citizenship behavior and the impact of internal marketing dimensions on the amount of appearing of employees' citizenship behavior. Population of this research includes employees of Melli Bank in Isfahan city of Iran. after sampling of 220 persons, Questionnaire is used for data collection. Two-hundred fifteen (215) returned questionnaires have been analyzed. Structural equations technique and path analysis (regression model) have been used to test hypotheses by applying of Amos Graphic software. Results showed that all five hypotheses are accepted with 95% confidence.

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“…No entanto, apesar da filosofia dos colaboradores como clientes ser bastante atrativa, diversos autores apontaram potenciais problemas nesta conceitualização (Piercy, 1995;Rafiq & Ahmed, 1993).…”

Section: Marketing Internounclassified

“…A geração de informação, a comunicação e capacidade de resposta dos funcionários proporcionadas pela orientação para o mercado interno catalisam a transferência de informações entre os funcionários da linha de frente e os gestores. Como resultado, a orientação para o mercado interno deverá ter um impacto positivo sobre a dimensão de geração de informações de orientação para o mercado e sobre os resultados da organização (Rafiq & Ahmed, 1993).…”

Section: H1g As Capacidades De Divulgação Interna Da Informação (Midunclassified

Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras

Morais

Soares

2016

Rev. adm. contemp.

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Resumo O conceito de marketing interno refere-se à visualização dos colaboradores como consumidores internos e assinala a necessidade de ouvir e satisfazer os colaboradores como requisito e satisfação dos colaboradores como requisitos para a satisfação dos clientes da empresa. Este artigo centra-se, assim, na influência do marketing interno na adoção de uma cultura empresarial orientada para os clientes, i.e., na orientação para o mercado. Com base na operacionalização do conceito de marketing interno de Lings e Greenley (2005), propõe-se um modelo conceitual das relações entre os conceitos de orientação para o mercado interno e orientação para o mercado. Os resultados de um estudo empírico baseado na aplicação de um questionário a 109 empresas brasileiras de diversos setores econômicos corroboram o modelo de investigação proposto. Desta forma, verificou-se que a adoção de um comportamento orientado para o mercado interno – nomeadamente as dimensões relativas à divulgação de informações e implementação de respostas – influencia a orientação para o mercado externo e suas dimensões (produção de informações, divulgação de informações e resposta).

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The scope of internal marketing: Defining the boundary between marketing and human resource management

Cited by 264 publications

References 12 publications

The relationship between internal and external service quality

The relationship between internal and external service quality

Examining the Impact of Internal Marketing on Organizational Citizenship Behavior

Impacto do Marketing Interno sobre a Orientação para o Mercado em Empresas Brasileiras

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