Linking internal marketing with customer outcomes

Boukis, Achilleas, Kaminakis, Kostas, Siampos, Anastasios and Kostopoulos, Ioannis (2015) Linking internal marketing with customer outcomes. Marketing Intelligence & Planning, 33 (3). 394 -413. ISSN 0263-4503

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Abstract

Purpose
– The purpose of this study is to explore how the adoption of an internal marketing (IM) programme in a retail banking setting enhances some positive employee behaviours that promote customer perceived service quality.

Design/methodology/approach
– A multilevel research design is adopted which draws evidence from branch managers, employees and customers in order to investigate whether branch manager’s adoption of an IM philosophy affects front-line employee responsiveness to the firm’s IM strategies and their levels of motivation, empowerment and organizational identification (OI), respectively.

Findings
– Results indicate that manager’s IM adoption can enhance employee adoption of IM and raises their levels of motivation, empowerment and OI. The moderating role of manager-employee dissimilarity is also discussed. Finally, findings confirm that employee motivation, empowerment and OI affect customer perceptions of service quality.

Originality/value
– This study provides an important shift by formally including IM into multilevel marketing research and establishes another link in the IM-organizational performance relationship, uncovering some behavioural routes through which the positive effects of IM can add to the achievement of firm’s external marketing objectives.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of products
Depositing User: Achilleas Boukis
Date Deposited: 19 Nov 2014 17:23
Last Modified: 06 Mar 2017 00:17
URI: http://sro.sussex.ac.uk/id/eprint/51419

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