Abstract
Human resources are considered as one of the important intangible resources of company composed mainly of employees' knowledge, skills and attitudes. When human capital is scarce, precious and difficult to imitate, it can be a source of sustainable competitive advantage. Internal Relationship Marketing (IRM) acts in this sense. It is considered as a process of creating, developing and maintaining sustainable relationships between the company and its employees. In this context, and through an analysis of the existing literature in this field, we will try to study the effects of IRM on the employee job performance. The main results of this work are that the IRM, through its relational determinants namely: communication, organizational trust, organizational commitment and job satisfaction, help improve employee job performance and more precisely task performance and contextual performance. This study wraps up by a proposal of a conceptual model, linking the different components of our research.
Highlights
In a constantly changing economic environment, marked by fierce competition and increasingly sophisticated customer requirements, companies seek to create and maintain sustainable competitive advantages
Dwyer et al (1987) consider the relationship marketing as "all marketing activities aimed at the establishment, development and maintenance of trade relations." The exchange relations must not be limited to a relationship between the company and the customer but rather to a relationship between the company and all its where the objectives of both parties meet (Sin et a1., 2005)
Empirical studies have shown that job satisfaction is directly and significantly related to organizational trust (Ahmadi et al, 2011, Meral, et al, 2016)
Summary
In a constantly changing economic environment, marked by fierce competition and increasingly sophisticated customer requirements, companies seek to create and maintain sustainable competitive advantages. Human resources are one of the competitive advantages, as they are rare, valuable and difficult to imitate (Javadein et al 2011). It aims to establish, develop and maintain sustainable and successful exchange relationships with internal and external partners of the company. It marks the reference of companies to a relational and defensive orientation rather than a transactional and offensive orientation. Relationship marketing is applied in all relationships between the company and its various stakeholders. Regarding the organization-employee relationship, internal marketing is used as a specific tool for managing this type of relationship (Morgan and Hunt, 1994)
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