What is Being Said About Internal Marketing? A Study of the Brazilian Business Administration Academic Production

Cassundé, Fernanda Roda de Souza Araújo; Cassundé, Nildo Ferreira; Farias, Salomão Alencar de; Mendonça, José Ricardo Costa de

doi:10.15728/bbr.2014.11.5.3

Cited by 6 publications

(6 citation statements)

References 19 publications

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“…On the other hand, job satisfaction, which has the capacity to affect the quality of services provided (Papasolomou, 2006; Farias, 2010; Cassundé et al , 2014), is influenced by job rewards (financial rewards and psychological rewards; Hofmans et al , 2013). In addition, satisfied employees may present other desirable behaviors to their organizations, such as work engagement (Saks, 2006; Shimazu et al , 2015) and reduced turnover (Supeli and Creed, 2015).…”

Section: Introductionmentioning

confidence: 99%

Effects of internal marketing on job satisfaction in the banking sector

Mainardes

Rodrigues

Teixeira

2019

IJBM

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Purpose The purpose of this paper is to verify the relationship of job satisfaction in the banking sector with its antecedent constructs (financial rewards and psychological rewards) and the mediating role of internal marketing in this relationship and to verify the relationship between job satisfaction in the banking sector and its consequent constructs (work engagement and the intention to leave) and the moderating effect of internal marketing on this relationship. Design/methodology/approach The paper adopts a quantitative, descriptive, cross-sectional research methodology. Data are collected through an online questionnaire, which involves 355 bank employees. Partial least squares–structural equation modeling is used to verify the predicted relationships. Findings The results show that internal marketing tends to mediate the relationship between financial rewards and job satisfaction and the relationship between psychological rewards and job satisfaction. Internal marketing presents a moderating effect on the relationship between job satisfaction and work engagement, but internal marketing does not moderate the relationship between job satisfaction and the intention to leave the bank. Originality/value This study expands the understanding of the scope of internal marketing by exploring its mediating and moderating effects on the interactions among the behaviors of banking sector employees.

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Section: Introductionmentioning

confidence: 99%

Effects of internal marketing on job satisfaction in the banking sector

Mainardes

Rodrigues

Teixeira

2019

IJBM

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“…This look inside the company is called internal marketing (Cassundé et al , 2014; Mainardes et al , 2019), which emerges as a company's effort to see its employees as internal customers, focusing on their satisfaction and engagement to create motivated and consumer-oriented employees (Farias, 2010; Kanyurhi and Akonkwa, 2016). Internal marketing can also help create a sense of belonging to the company (Richardson and Grant, 1986) and help to create a strong corporate brand (Papasolomou and Vrontis, 2006).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Effects of internal marketing on strategic orientations in the banking sector

Mazzarolo

Mainardes

Monte-mor

2021

IJBM

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PurposeThe purpose of this study was to assess whether internal marketing tends to influence the perception of bank employees regarding the strategic orientations of banks toward the market, brand and value. The authors also aimed to determine whether employees' organizational commitment mediates the relationship between internal marketing and the three strategic orientations and whether they influence bank employees' perception of obtaining a competitive advantage.Design/methodology/approachThe authors conducted a survey with 832 bank employees using an online questionnaire. The authors performed data analysis by modeling structural equations with data estimation using the PLS-SEM.FindingsThe results showed that internal marketing positively influences bank employees' perception of banks' strategic marketing orientations and through that their perception of a competitive advantage. The authors also note that organizational commitment can partially mediate the relationship between internal marketing and the strategic orientations tested in this study.Research limitations/implicationsThe findings indicate that banks' investment in employee valuation tends to generate positive results in relation to their adherence to marketing strategies, with the potential to result in a competitive advantage.Originality/valueThe results demonstrate the strength of internal marketing in the strategic orientations of banks, indicating that having employees who are committed to their bank contributes to the delivery of a high-quality service focused on the external customers, generating a competitive advantage.

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“…Muito já foi debatido sobre endomarketing nos últimos 40 anos Hensel, & Burke, 1976;Berry & Parasuraman, 1992;Bekin, 2004;Brum, 2003;Geroge, 1990;Keelson & Polytechnic, 2014;Moraes & Soares, 2016;Rafiq & Ahmed, 1993;Wieseke, et al 2009), mas ainda há confusão sobre o que é endomarketing e como aplica-lo (Rafiq & Ahmed, 2000) e essa confusão ocorre, também, no Brasil (Farias, 2010). No Brasil, especificamente, há uma carência de pesquisas empíricas sobre a prática de endomarketing, como revela o estudo bibliométrico de Cassundé, Junior, de Farias, & de Mendonça (2014) que encontrou apenas 13 publicações brasileiras sobre o tema entre 1961 e 2012.…”

Section: Introductionunclassified

Afinal, o que é endomarketing? Estudo das estratégias de endomarketing de uma Universidade Comunitária do Rio Grande do Sul

Cervi

Froemming

2017

RAIMED

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ResumoEste artigo buscou evidenciar as práticas de endomarketing de uma Instituição de Ensino Superior comunitária do Rio Grande do Sul. Ao implementar um programa de endomarketing é necessário bastante esforço da alta administração e dos setores envolvidos, já que facilmente seu foco é desviado, detendo-se em questões mais simples que, por mais importantes que sejam, não trarão resultados efetivos e uma continuidade consistente. Através de pesquisa bibliográfica, documental e com entrevistas semiestruturadas com os responsáveis pelo programa de endomarketing da instituição, buscou-se caracterizar o programa e analisar as práticas de endomarketing em relação ao modelo teórico proposto por Berry e Parasuraman (1992). Defende-se, neste trabalho, que para que um programa de endomarketing tenha êxito é fundamental um constante alinhamento entre a alta administração (níveis hierárquicos maiores) com os demais níveis hierárquicos. É importante destacar, com isso, que endomarketing não é legitimado por seus métodos, mas por seu propósito. AbstractThis article sought to highlight internal marketing practices of a Community institution of higher education in Rio Grande do Sul, Brazil. To implement a program of internal marketing is necessary quite high administration effort and of the sectors involved, since its focus is easily diverted by detaining on simpler issues, important as they are, do not bring effective results and a consistent continuity. Through bibliographical research, semi-structured interviews with documentary and with those responsible for the institution's endomarketing program sought to characterize the program and analyze internal marketing practices in relation to the theoretical model proposed by Berry and Parasuraman (1992). This work argues that in order for an internal marketing program to succeed it is essential a constant alignment between the senior management (higher levels) with the other hierarchical levels. It is important to highlight that internal marketing is not legitimized by its methods, but by their purpose.

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What is Being Said About Internal Marketing? A Study of the Brazilian Business Administration Academic Production

Cited by 6 publications

References 19 publications

Effects of internal marketing on job satisfaction in the banking sector

Effects of internal marketing on job satisfaction in the banking sector

Effects of internal marketing on strategic orientations in the banking sector

Afinal, o que é endomarketing? Estudo das estratégias de endomarketing de uma Universidade Comunitária do Rio Grande do Sul

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