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Friendly flexible working practices within the internal marketing framework: a service perspective

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  • Klement Podnar
  • Ursa Golob

Abstract

The purpose of this paper is to increase the understanding of the existence of work flexibility and its relevance to internal marketing. Friendly forms of work flexibility are critical to an improved understanding of the role internal marketing should have to achieve better service quality performance. This exploratory study is based on a sample of 2997 private-sector organisations provided by the CRANET survey. The results show the divergence in industry business patterns in the use of friendly and unfriendly flexible work arrangements. Service companies tend to use friendly flexible working practices in larger proportions. The analysis reveals a small negative relationship between unfriendly practices and service quality. These findings may suggest that service organisations tend to create more supportive environments when offering flexible work arrangements that are friendlier for individual workers and their families.

Suggested Citation

  • Klement Podnar & Ursa Golob, 2008. "Friendly flexible working practices within the internal marketing framework: a service perspective," The Service Industries Journal, Taylor & Francis Journals, vol. 30(11), pages 1773-1786, September.
    • Handle: RePEc:taf:servic:v:30:y:2008:i:11:p:1773-1786
    DOI: 10.1080/02642060802626824
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    References listed on IDEAS

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    1. Federica Origo & Laura Pagani, 2006. "Is Work Flexibility a Stairway to Heaven? The Story Told by Job Satisfaction in Europ," Working Papers 97, University of Milano-Bicocca, Department of Economics, revised Jun 2006.
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