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

Author

Listed:
  • Myriam Bellaouaied

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Abdelkader Gam

    (Chercheur indépendant)

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.

Suggested Citation

  • Myriam Bellaouaied & Abdelkader Gam, 2011. "Internal marketing as a new alternative for the service employees' performance: an empirical study," Post-Print halshs-00706050, HAL.
    • Handle: RePEc:hal:journl:halshs-00706050
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00706050
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    References listed on IDEAS

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    1. 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.
    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. 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.
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    Cited by:

    1. Skapinaki, Athina & Salamoura, Maria, 2020. "Investigating primary school quality using teachers’ self-efficacy and satisfaction," MPRA Paper 98248, University Library of Munich, Germany.
    2. 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.
    3. Skapinaki, Athina & Salamoura, Maria, 2020. "Investigating primary school quality using teachers’ self-efficacy and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 6(1), pages 17-20.
    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. Athina Skapinaki & Maria Salamoura, 2020. "Investigating primary school quality using teachers' self-efficacy and satisfaction," Post-Print hal-02448458, HAL.

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