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Linking internal marketing with customer outcomes

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journal contribution
posted on 2023-06-08, 19:07 authored by Achilleas Boukis, Kostas Kaminakis, Anastasios Siampos, Ioannis Kostopoulos
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.

History

Publication status

  • Published

File Version

  • Accepted version

Journal

Marketing Intelligence & Planning

ISSN

0263-4503

Publisher

Emerald

Issue

3

Volume

33

Page range

394 -413

Department affiliated with

  • Business and Management Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2014-11-19

First Open Access (FOA) Date

2014-12-01

First Compliant Deposit (FCD) Date

2014-12-01

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