A Systematic Review of the Influence of Internal Marketing on Service Innovation

Soheila Raeisi,Nur Suhaili Ramli,Meng Lingjie

doi:10.3390/jrfm13090207

Abstract

This paper aims aimed to present the trends of the literature review in internal marketing and service innovation between 1990 and 2016. The significant reason to conduct this research is that significant variables of internal marketing to link with service innovation are not clearly defined. This research yielded 22 systematic reviews of articles in the Scopus library and adopted a thematic analysis to analyze the data collected. This study provides provided answers to research questions by elaborating on overall trends, objectives, theoretical framework, methodologies, and potential variables that strongly connect between internal marketing and service innovation. While sample sizes are limited to this paper, it suggests suggested fruitful recommendations for future research to overcome this limitation. This research has had two practical implications for managers to redefine their roles and the relationship between members of the organization and to help managers and the firms to consider internal marketing efforts towards motivation, organizational culture, and organizational learning.

Highlights

In the digital age, innovation in an organization is a process of renovation inside the company that aims to achieve the customers’ satisfaction and fidelity, as well as ensure the survival and success rate
We compiled evidence of the existing literature on potential variables that might connect between internal marketing and service innovation
As a reminder for the second question, “What variables of internal marketing that influence service innovation?” In the analysis, we found three potential variables that emerged from our samples, such as motivation, organizational learning, and organizational culture

Summary

Introduction

Innovation in an organization is a process of renovation inside the company that aims to achieve the customers’ satisfaction and fidelity, as well as ensure the survival and success rate. In this dynamic environment, companies require service innovation as a managerial response to create a competitive advantage. Many organizations show that the innovation process is still deeply rooted in a non-digital past (Troilo et al 2017) Due to this aspect of service innovation, scholars suggest that the development of new services takes place as a response to a particular situation and is built and implemented naturally around specific individuals or teams (Bernstein 2005; Kale 2007). We built our study from these studies to reach the research goal to draw trends over time in marketing and service innovation

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Conclusion