Abstract
The main purpose of the study on which this article is based was to determine the influence of internal marketing on service quality as a means of improving the brand image of staffing agencies. The population of the study was the publicstaffing industry in South Africa. The sampling unit was the clients of a selected staffing brand. The selected sample of respondents was surveyed through an online self-administered survey distributed via a link in an email. The data wasanalysed using multivariate regression statistics. The application of an internal marketing approach enables staffing agencies to minimise employee turnover and increase service quality and performance, aiding staffing agencies to gainstrong brand images that result in higher levels of competitiveness and profitability. Successful internal marketing should have a positive influence on employee attitudes and actions and therefore enhance customer satisfaction and service quality. The integration of internal marketing into the organisation's overall marketing strategy is therefore critical. The purpose of such a strategy can be to ensure that the organisation recruits and trains employees to deliver on the values of the brand in order to ensure that staffing agencies strengthen their brand images.
Highlights
Modern-day organisations are increasingly finding that in order to remain competitive, they require the most talented employees available on the market and need to satisfy two kinds of consumer markets: the internal customer and the external client (Farrelly & Greyser, 2012:507)
Low employee motivation may result in lower levels of service quality offered to the client by the employee, which in tum would negatively affect a staffing agency's brand image (Bowers & Martin, 2007:88 ; Ndubisi & Ndubisi, 2013:530-531)
The sample was based on the staffing brands and staffing subsidiaries of a prominent staffing agency group - a large, national, regulated, listed public organisation that focuses on white and blue-collar workforces and is a market leader in the staffing industry conducting business with many private and Johannesburg Securities Exchange (JSE) listed bluechip organisations in South Africa
Summary
Modern-day organisations are increasingly finding that in order to remain competitive, they require the most talented employees available on the market and need to satisfy two kinds of consumer markets: the internal customer and the external client (Farrelly & Greyser, 2012:507). This means that the need for an internal market orientation is widely recognised. High employee turnover may be due to employee empowerment problems which may stem from communication or training problems within staffing agencies Such challenges could lead to low staff motivation and job stress due to staff not knowing how to perform their jobs efficiently. Low employee motivation may result in lower levels of service quality offered to the client by the employee, which in tum would negatively affect a staffing agency's brand image (Bowers & Martin, 2007:88 ; Ndubisi & Ndubisi, 2013:530-531)
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