Abstract
With the increased competition in the temporary economy, organizations increasingly strive for progressive practices to achieve organizational goals. Internal marketing – treating employees as customers – has recently been suggested as an effective approach to reach positive organizational outcomes. Though research of internal marketing recently increased dramatically, a large number of the studies are case studies and lack strong theoretical backgrounds. A review of internal marketing research is valuable for future research to gain an insight of the research streams of internal marketing and so identifying the compelling areas to pursue. This review attempts to analyze the research of internal marketing and suggest potential directions for future research.
Highlights
The changing and increasingly competitive economic environment demands organizations to have superior practices in a wide range of aspects for their survival and development, including motivating employees and satisfying customers
This paper aims at reviewing the conceptualization of internal marketing, the consequences of internal marketing, the mechanisms accounting for the effects from internal marketing, the influential factors moderating the effects of internal marketing, and the widely-studied contexts of internal marketing effects
With a review of internal marketing, this study addressed the prominent research streams of internal marketing and identified theoretical gaps in internal marketing research
Summary
The changing and increasingly competitive economic environment demands organizations to have superior practices in a wide range of aspects for their survival and development, including motivating employees and satisfying customers. In response to the expansion of internal marketing research with increasingly-added empirical and case studies, a review of internal marketing research is needed to obtain a better insight of effectiveness of internal marketing and identify the potential areas for future research of internal marketing. With these aforementioned goals, this paper aims at reviewing the conceptualization of internal marketing, the consequences of internal marketing, the mechanisms accounting for the effects from internal marketing, the influential factors moderating the effects of internal marketing, and the widely-studied contexts of internal marketing effects
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