Internal marketing as a new alternative for the service employees' performance: an empirical study
AbstractThe 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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Bibliographic InfoPaper provided by HAL in its series Post-Print with number halshs-00706050.
Date of creation: 30 Apr 2011
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Publication status: Published, Revue de Communication et de Marketing, 2011, 139-159
Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00706050
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Web page: http://hal.archives-ouvertes.fr/
relational marketing; service quality; internal marketing; satisfaction; customer orientation.;
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