The influence of eleven Ps: An internal marketing and brand awareness perspective in a service environment

Abstract

Service organisations, of which car rental companies are an example, play a vital role in South Africa’s economy, contributing 74% to the country’s gross domestic product (GDP) (Department of Trade and Industry 2009) . Car rental companies, like many other service organisations, operate in a complex and extremely competitive environment. The employees of car rental companies are their most important asset. They require special attention to ensure their loyalty and commitment to deliver service excellence to customers. The brand’s image depends on the role employees play in delivering the service (Wilson, Zeithaml, Bitner & Gremler 2012: 249). The aim of this research was to provide guidance to South African car rental companies to improve their respective brand awareness, enabling them to expand their customer bases whilst retaining existing customers. The influence of the 11 internal marketing mix elements (product, price, place, promotion, people, processes, physical evidence, personal relationships, packaging, positioning and performance) on South African car rental customers’ perception of brand awareness (brand recognition, trustworthiness, overall evaluation and loyalty) was investigated using structural equation modelling. Recommendations emanating from the findings include continual training of employees, communication with employees, rewarding employees and participation of employees in strategic discussions.