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Organisational culture at higher educational institutions: The importance of internal marketing

Author

Listed:
  • Kyriacou, Evdoxia

    (PhD candidate, Faculty of Communication and Media Studies of Cyprus University of Technology, Cyprus)

  • Panigyrakis, George G.

    (Professor of Marketing at the Faculty of Communication and Media Studies, Cyprus)

Abstract

To fulfil their mission to provide high-quality services, higher education institutions are required to conduct internal marketing. This paper draws on the case study of a University in Cyprus to explore how six interconnected dimensions of internal marketing inform the satisfaction and loyalty of administrative staff. The study adopts a quantitative methodology, using a survey questionnaire to collect data. The questionnaire was answered online by a sample of 47 administrative employees. Descriptive statistics, correlations and a multiple linear regression analysis were performed. The study presents findings and results of quantitative analysis and proposes an internal marketing model. Limitations and future research proposals are discussed.

Suggested Citation

  • Kyriacou, Evdoxia & Panigyrakis, George G., 2020. "Organisational culture at higher educational institutions: The importance of internal marketing," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 4(2), pages 161-171, May.
    • Handle: RePEc:aza:jcms00:y:2020:v:4:i:2:p:161-171
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    More about this item

    Keywords

    internal marketing; internal culture; value system; organisational culture; higher education; quality services; human resources;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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