A critical inquiry of the Internal Marketing discourse and a future research agenda

Echoing the fragmented knowledge in the internal marketing (IM) domain and the changing reality for service employees’ role in global marketplaces, this article aspires to provide a critical inquiry into the past, present, and future of the IM domain. This work delivers a critical overview of the grounds of IM work, to provide insights into the advantages and limitations of contemporaneous IM knowledge, and to present a research agenda for the future of IM. This conceptual paper contributes to the ongoing debate about the concept and the scope of IM and presents some potential avenues for investigation for service researchers.