IDEAS home Printed from https://ideas.repec.org/a/vrs/manmar/v16y2021i3p228-245n2.html
   My bibliography  Save this article

Measuring a Multifaceted Concept: A high Order Confirmatory Factor Analysis Towards Internal Marketing

Author

Listed:
  • Khalid Zia

    (MUST Business School, Mirpur University of Science & Technology, Azad Jammu and Kashmir)

  • Hadi Noor Ul

    (College of Business Administration, Prince Mohammad Bin Fahd University, Al-Khobar, Kingdom ofSaudi Arabia)

Abstract

Multi-dimensionality of internal marketing (IM) concept continuously poses a challenge for researchers because a number of measurement approaches have been used for more than a quarter of a century since its maiden empirical inception. These multiple operationalizations have augmented confusion and decision-makers are not sure which one to rely on for optimal results. Additionally, due to its evolutionary nature, research has not kept up with the pace to substantiate this evolution empirically, leaving a void for researchers to proceed for a quantitative investigation to extend its boundaries. The present research takes up this challenge and provides an empirical evidence to prove its progression. As IM is multi-faceted in nature, this research chips in two brand new dimensions, informational justice and developmental opportunities, to the IM mix, while a third dimension that has only once been studied in connection with an IM work, is also enfolded. To this end, a top-down high order confirmatory factor analysis was done to identify the underlying structure of IM dimensions. Findings of the study revealed that the hypothesized five dimensions of IM are confirmed dimensions of IM concept. This empirical stamp will embolden researchers to devise measurement scales preferably sensitive to its growing character, and capitalize on its prowess to adapt to the novelties and peculiarities of a specific industry. Moreover, this study will help in making it a more reliable tool for managers to negotiate new constraints imposed by Covid in a post-Covid world.

Suggested Citation

  • Khalid Zia & Hadi Noor Ul, 2021. "Measuring a Multifaceted Concept: A high Order Confirmatory Factor Analysis Towards Internal Marketing," Management & Marketing, Sciendo, vol. 16(3), pages 228-245, September.
    • Handle: RePEc:vrs:manmar:v:16:y:2021:i:3:p:228-245:n:2
    DOI: 10.2478/mmcks-2021-0014
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/mmcks-2021-0014
    Download Restriction: no
    File URL: https://libkey.io/10.2478/mmcks-2021-0014?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Fatima Saman Qaisar & Nazlida Muhamad, 2021. "Internal marketing: a review and future research agenda," Asia Pacific Business Review, Taylor & Francis Journals, vol. 27(2), pages 267-300, March.
    2. Sasser, W. Earl & Arbeit, Stephen P., 1976. "Selling jobs in the service sector," Business Horizons, Elsevier, vol. 19(3), pages 61-65, June.
    3. Conduit, Jodie & Mavondo, Felix T., 2001. "How critical is internal customer orientation to market orientation?1," Journal of Business Research, Elsevier, vol. 51(1), pages 11-24, January.
    4. Nelly Moreira Mero & Amalia Hidalgo Fernández & María Iliana Loor Alcívar & Francisco González Santa Cruz, 2020. "Influence of Internal Marketing Dimensions on Organizational Commitment: An Empirical Application in Ecuadorian Co-Operativism," SAGE Open, , vol. 10(3), pages 21582440209, July.
    5. Tang, Au Due & Chang, Man-Ling & Wang, Tsu-Hui & Lai, Cheng-Hao, 2020. "How to create genuine happiness for flight attendants: Effects of internal marketing and work-family interface," Journal of Air Transport Management, Elsevier, vol. 87(C).
    6. Myriam Bellaouaied & Abdelkader Gam, 2011. "Internal marketing as a new alternative for the service employees' performance: an empirical study," Post-Print halshs-00706050, HAL.
    7. Kadic-Maglajlic, Selma & Boso, Nathaniel & Micevski, Milena, 2018. "How internal marketing drive customer satisfaction in matured and maturing European markets?," Journal of Business Research, Elsevier, vol. 86(C), pages 291-299.
    8. repec:asa:journl:v:1:y:2011:i:2:p:139-160 is not listed on IDEAS
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gounaris, Spiros P., 2006. "Internal-market orientation and its measurement," Journal of Business Research, Elsevier, vol. 59(4), pages 432-448, April.
    2. Myriam Bellaouaied & Abdelkader Gam, 2011. "Internal marketing as a new alternative for the service employees' performance: an empirical study," Post-Print halshs-00706050, HAL.
    3. Eldon Y. Li & Shu-Fen Ko, 2021. "Employee’s Market Orientation Behavior and Firm’s Internal Marketing Mechanism: A Multilevel Perspective of Job Performance Theory," Sustainability, MDPI, vol. 13(12), pages 1-25, June.
    4. Faryal Rehman & Muhammad Nouman, 2015. "Calibrating HRM and Marketing Practices for Job Satisfaction: The Role of Internal Marketing and Internal Market Orientation," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 7(2), pages 1-30, October.
    5. Junfeng Zhang, 2010. "Employee Orientation and Performance: An Exploration of the Mediating Role of Customer Orientation," Journal of Business Ethics, Springer, vol. 91(1), pages 111-121, February.
    6. Jiminez-Guerrero, Jose F. & Perez-Mesa, Juan C. & Burgos-Jimenez, Jeronimo de & Piedra-Munoz, Laura, 2018. "Considering the consumer in the design of a supply chain of perishables," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(4).
    7. Youn Kue Na & Sungmin Kang & Hye Yeon Jeong, 2019. "The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage," Sustainability, MDPI, vol. 11(3), pages 1-19, January.
    8. Vishal K. Gupta & Gizem Atav & Dev K. Dutta, 2019. "Market orientation research: a qualitative synthesis and future research agenda," Review of Managerial Science, Springer, vol. 13(4), pages 649-670, August.
    9. Salomão Alencar de Farias, 2010. "Internal Marketing (IM): a literature review and research propositions for service excellence," Brazilian Business Review, Fucape Business School, vol. 7(2), pages 99-115, May.
    10. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
    11. Xin Liao & Dongming Wu & Qianqian Zhang & Ge Han, 2021. "How to Improve Users’ Loyalty to Smart Health Devices? The Perspective of Compatibility," Sustainability, MDPI, vol. 13(19), pages 1-17, September.
    12. Soliman E M, 2013. "The Relationship Between Internal Marketing Orientation and Employee Job Satisfaction In Public Sector," International Journal of Learning and Development, Macrothink Institute, vol. 3(5), pages 111-120, October.
    13. Wu, Chih-Wen, 2011. "Global marketing strategy modeling of high tech products," Journal of Business Research, Elsevier, vol. 64(11), pages 1229-1233.
    14. Matina Gjurasic & Dina Loncaric, 2018. "Internal Market Orientation And Organizational Citizenship Behaviour In The Hospitality Industry €“ A Literature Review," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 27(1), pages 157-176, june.
    15. Sanjeev Verma & Ranjan Chaudhuri & Ritesh Rajput, 2008. "Needs and Expectations of the Internal Customers from the Knowledge Management System," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 33(1), pages 64-79, February.
    16. Izaskun AGIRRE & Pedro REINARES & Amaia AGIRRE, 2014. "Antecedents To Market Orientation In The Worker Cooperative Organization: The Mondragon Group," Annals of Public and Cooperative Economics, Wiley Blackwell, vol. 85(3), pages 387-408, September.
    17. Izaskun Agirre & Pedro Reinares & Fred Freundlich, 2015. "Does a Democratic Management Model Enhance Performance through Market Orientation? Empirical Evidence from the Mondragon Industrial Group," Review of Radical Political Economics, Union for Radical Political Economics, vol. 47(3), pages 345-367, September.
    18. Athina Skapinaki & Maria Salamoura, 2020. "Investigating primary school quality using teachers' self-efficacy and satisfaction," Post-Print hal-02448458, HAL.
    19. Yilmaz, Cengiz & Alpkan, Lutfihak & Ergun, Ercan, 2005. "Cultural determinants of customer- and learning-oriented value systems and their joint effects on firm performance," Journal of Business Research, Elsevier, vol. 58(10), pages 1340-1352, October.
    20. Galina Biedenbach & Thomas Biedenbach & Peter Hultén & Veronika Tarnovskaya, 2022. "Organizational resilience and internal branding: investigating the effects triggered by self-service technology," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 420-433, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:manmar:v:16:y:2021:i:3:p:228-245:n:2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.