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Internal marketing as a new alternative for the service employees' performance: an empirical study

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Author Info

  • Myriam Bellaouaied

    ()
    (EA3713 - Centre de Recherche Magellan - Université de Lyon - Université Jean Moulin - Lyon III)

  • Abdelkader Gam

    (Chercheur Indépendant - Aucune)

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    Abstract

    The increasing importance of relational marketing in the service sector as underlined by several authors and particularly by Berry (1983) culminates in a new marketing orientation toward internal marketing, even suggesting a significant impact of the latter on service quality perception. Several scholars argued that consumers attitude toward front-desk personnel often determines their attitude toward the service encounter as a whole (Berry and Parasuranam A. (1991)), which evoke an evident role of employee's customer orientation. This paper argues and then produces empirical evidence that customer orientation has a mediating effect between internal marketing and service quality perception based on a sample 116 banking customer advisors and 3 client of each (348 client). To do so, an internal marketing performance measurement scale has been established according to Churchill's paradigm. Two dimensions were found significantly reliable and valid: gratitude-Empathy and Integration-support. And only the first one was found to have a significant impact on customer orientation.

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/70/60/50/PDF/Article_-_Revue_de_Communication_et_de_Marketing.pdf
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    Bibliographic Info

    Paper provided by HAL in its series Post-Print with number halshs-00706050.

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    Date of creation: 30 Apr 2011
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    Publication status: Published, Revue de Communication et de Marketing, 2011, 139-159
    Handle: RePEc:hal:journl:halshs-00706050

    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00706050
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    Related research

    Keywords: relational marketing; service quality; internal marketing; satisfaction; customer orientation.;

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    1. Sasser, W. Earl & Arbeit, Stephen P., 1976. "Selling jobs in the service sector," Business Horizons, Elsevier, vol. 19(3), pages 61-65, June.
    2. Babakus, Emin & Boller, Gregory W., 1992. "An empirical assessment of the SERVQUAL scale," Journal of Business Research, Elsevier, vol. 24(3), pages 253-268, May.
    3. George, William R., 1990. "Internal marketing and organizational behavior: A partnership in developing customer-conscious employees at every level," Journal of Business Research, Elsevier, vol. 20(1), pages 63-70, January.
    4. 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.
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