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

Bellaouaied, Myriam; Gam, Abdelkader

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.

Citation

Bellaouaied, M., & Gam, . A. (2011). Internal marketing as a new alternative for the service employees' performance: An empirical study. Revista de Comunicare şi Marketing, 139-159

• Journal Article Type: Article
• Acceptance Date: Mar 1, 2011
• Online Publication Date: Apr 3, 2011
• Publication Date: Apr 1, 2011
• Deposit Date: Jan 19, 2024
• Journal: REVISTA DE COMUNICARE ŞI MARKETING
• Peer Reviewed: Not Peer Reviewed
• Pages: 139-159
• Public URL: https://uwe-repository.worktribe.com/output/11620065
• Publisher URL: https://shs.hal.science/halshs-00706050