Internal customers creating value in the workplace: Conceptualising the internal customer perceived value (ICPV) model

Abstract

ABSTRACT There is increased attention around employer brand in the marketing domain, as firms appreciate the strategic imperative of attracting and retaining quality employees (internal customers). This study provides the first empirical assessment of internal customer perceived value (ICPV), a multi-dimensional construct relating to monetary, functional, emotional, and social value. Specifically, this study examines the socio-structural and social exchange elements upon which ICPV is derived, in the creation of the ICPV model which identifies crucial sources of value creation. The findings show that sources of value were the firm’s material resources, authoritative resources, implicit rules, and relational exchanges, with differing results amongst full-time and part-time employees. Isolating the sources of value provides a rich opportunity for marketing managers, in better understanding how to emphasise ICPV in internal marketing communications. The findings prompt future research opportunities on how ICPV knowledge can grow from this infant stage and provide key considerations for marketing managers.