Adrian Sargeant
The strategic application of internal marketing - an investigation of UK banking
Sargeant, Adrian; Asif, Saadia
Authors
Saadia Asif
Abstract
It is the purpose of this article to explore the relevance of the concept of internal marketing to the financial service arena and the extent to which it may be possible to utilise internal marketing as a means of reducing the service gaps postulated by Parasuraman et al. The study is based on an analysis of 33 depth interviews with managers from two major UK clearing banks. In general, the research found no evidence that internal marketing as a concept is as yet fully understood by management, either at the junior, or more senior levels, within each organisation. There is at present little understanding of the needs of employees, and internal market research is noticeably absent. The results reveal a clear need for both institutions to adopt a more strategic perspective on their internal marketing activity. It will be argued that a failure to do so is likely to result in a widening of the service gaps and failure to compete effectively in a market increasingly driven by the quality of the service demanded. © 1998, MCB UP Limited
Citation
Sargeant, A., & Asif, S. (1998). The strategic application of internal marketing - an investigation of UK banking. International Journal of Bank Marketing, 16(2), 66-79. https://doi.org/10.1108/02652329810206716
Journal Article Type | Article |
---|---|
Publication Date | Apr 1, 1998 |
Journal | International Journal of Bank Marketing |
Print ISSN | 0265-2323 |
Publisher | Emerald |
Peer Reviewed | Peer Reviewed |
Volume | 16 |
Issue | 2 |
Pages | 66-79 |
DOI | https://doi.org/10.1108/02652329810206716 |
Keywords | competitive advantage, corporate culture, employee relations, financial services, internal marketing, marketing strategy |
Public URL | https://uwe-repository.worktribe.com/output/1101568 |
Publisher URL | http://dx.doi.org/10.1108/02652329810206716 |
Downloadable Citations
About UWE Bristol Research Repository
Administrator e-mail: repository@uwe.ac.uk
This application uses the following open-source libraries:
SheetJS Community Edition
Apache License Version 2.0 (http://www.apache.org/licenses/)
PDF.js
Apache License Version 2.0 (http://www.apache.org/licenses/)
Font Awesome
SIL OFL 1.1 (http://scripts.sil.org/OFL)
MIT License (http://opensource.org/licenses/mit-license.html)
CC BY 3.0 ( http://creativecommons.org/licenses/by/3.0/)
Powered by Worktribe © 2024
Advanced Search