Happy staff makes good stuff! Internal marketing and perceived service quality: The mediating role of frontline employees’ satisfaction

Bellaouaied, Myriam

Abstract

This research focuses on a dual perspective, that of Marketing and Human Resources, which is particularly interesting to allow to build a model reflecting the interaction between frontline service employees, through the Internal Marketing impact on the frontline employees’ satisfaction, and the customers through their perception of the service quality. It investigates into the concept of internal marketing and its measurement. Qualitative and quantitative analyses as well as the dyadic analysis are used to accomplish the objective of the study and to show its originality, using dyadic analysis and engaging two populations having regular interaction. Two-dimensional measuring scale with 9 items confirmed in the context of financial service sector was developed. The research serves several theoretical interests; first it offers a wide reliable and valid measure to fill the gaps in the current literature on the internal marketing. Existing scales do not fully capture the different dimensions IM.

• Presentation Conference Type: Conference Paper (Published)
• Conference Name: Academy of Marketing Science - 2024 Annual Conference
• Start Date: May 22, 2024
• End Date: May 24, 2024
• Acceptance Date: Jun 1, 2024
• Deposit Date: Jun 13, 2024
• Public URL: https://uwe-repository.worktribe.com/output/12044582