Abstract
Information technologies are developing rapidly nowadays and globalization concept which shows up in parellel to IT has started to threaten the existence of firms by making competitive environment more intensive. Counter to this threat, businesses are trying to provide an advantage against their competitors by developing various of strategies. Internal marketing and market oriented approach are among the significant strategies which are developed within this scope. In the study, it is aimed to determine the effects of internal marketing practices and market oriented approach on performance in banks. Besides, it is examined whether internal marketing practices have an effect on market oriented approach or not. As a result of the study, it is determined that internal marketing practices and market oriented approach of banks affect their performance positively. Moreover, it is found that internal marketing practices affect market oriented approach substantially.
Highlights
Information technologies (IT) developing rapidly nowadays and the globalization concept which shows up in parallel to IT has started to threaten the existence of firms by making the competitive environment more intensive
This study aims to examine the effect of internal marketing practices and market-oriented approach of banks on business performance
Literature involves various studies which inquire the relationship between internal marketing and business performance and the relationship between market orientation and business performance
Summary
Information technologies (IT) developing rapidly nowadays and the globalization concept which shows up in parallel to IT has started to threaten the existence of firms by making the competitive environment more intensive. Firms that want to resolve this difficulty have achieved to develop various strategies and practices. In this context, customer-oriented approach which is one of the most requirements of modern marketing perspective has been shown among significant strategies by firms. It has been seen that some firms perceive customer-oriented approach incompetently and only focus on external customers while ignoring internal customers. This circumstance which is evaluated as an important marketing myopia might originate substantial results especially in terms of service firms. Firms that aim to achieve sustainability within today’s intense competition environment ought to adopt market-oriented approach and develop internal customer-oriented policies. It’s known that these two phenomena affect each other considerably and have an effect on business performance
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