Internal Marketing Dimensions Research Articles

Internal Marketing, Faculty Engagement, and Innovative Behavior: An Empirical Study in Higher Education

The current research study investigated the significance of internal marketing (IM) to enhance faculty innovative behavior (FIB) and faculty engagement (FE) in higher education (HE). Furthermore, the mediation of FE in the association between IM and FIB has been investigated. Three hundred teachers from three major public sector universities in union territory (Jammu and Kashmir) in India have been contacted to gather responses. The study contributes in numerous ways to the literature—dimensions of IM have a significant and positive impact on FIB in the HE sector. FE significantly mediated the effect of IM and its dimensions on FIB. This study also enlarged the scope of social exchange theory by using it from faculty perspectives in HE. Furthermore, the study has made an attempt to modify the scale to measure constructs for making them suitable in the HE sectors. Research findings offer numerous suggestions for administrators in HE institutions.

Impact of Internal Marketing on Organizational Performance: A Field Study of Islamic Banks in Sana’a

This study aimed to identify the impact of internal marketing on organizational performance in Islamic Banks in Sana’a. To achieve this, the study adopted the descriptive analytical method. Four banks represented the study population, which included (630) individuals. A questionnaire was distributed to a sample of (242) participants who were selected, using the stratified non-probable sampling method; however, only 164 questionnaires were valid for analysis. The data were analyzed with the help of SPSS. A set of descriptive and inferential statistical techniques were used to assess the study questions and test its hypotheses. The study results revealed that there was a high level of interest in the banks about the realization of organizational performance, whereas the level of practicing internal marketing was medium. There was a disparity in the effect of internal marketing on organizational performance, where the most effective one was the dimension of internal communication, followed by training, motivation, and empowerment. The study proposed a number of recommendations, including paying more attention to the various dimensions of internal marketing, which would lead to increasing the effectiveness of organizational performance, especially the internal communication factor as it is the most effective factor.

The Impact of Internal Marketing on Achieving Organizational Innovation: A Field Study in the Departments of the Ministry of Culture, Tourism, and Antiquities in Iraq

Purpose: The study aimed to investigate the impact of internal marketing on achieving organizational innovation through a field study conducted in the departments under the Ministry of Culture, Tourism, and Antiquities in Iraq, numbering twelve. The researchers employed a purposive sampling method to study the population, with a study sample consisting of 387 employees holding positions such as Assistant Director-General, Department Head, Assistant Department Head, and Section Head in the departments of the Iraqi Ministry of Culture.
 
 Theoretical Framework: The underlying concept of this study revolves around internal marketing and its influence on achieving the objectives of the Iraqi Ministry of Culture. In the current era, the special focus on internal marketing is imperative to attain organizational innovation. It is considered a necessary paradigm for achieving the desired progress and effectiveness in government departments and business institutions, as supported by various studies such as those by Muqimah & Aseemi (2023) and Nasef & Abouraia (2023). These studies explore the practice and effectiveness of internal marketing behavior, advocating the adoption of this approach.
 
 Design/Methodology/Approach: This study falls under the category of field research and adopts a descriptive and analytical approach. It relies on two types of sources to obtain information and data (primary and secondary sources) and employs questionnaires as a means to collect data and information. Several statistical methods within the SPSS software were utilized for data analysis.
 
 Findings: The study has yielded several key findings, notably that internal marketing has a significant impact on achieving organizational innovation, with the dimensions of internal marketing collectively scoring at a high level. The results also demonstrate the importance of internal marketing within the departments of the Iraqi Ministry of Culture for fostering innovation.
 
 Practical, and Social Implications of the research: The study recommends a focus on training and the establishment of a fair incentive and reward system directed at all employees to encourage them to embrace the principle of risk-taking.

EVOLUTION AND APPLICATION OF INTERNAL MARKETING AND ITS ROLE IN FINANCIAL SERVICE ORGANIZATIONS

Internal marketing is one way to make employees and organizations different from others. In order to differentiate themselves from other actors in the financial sector, financial organizations face the need for competitive differentiation through the implementation of internal marketing. In this regard, previous empirical studies confirmed that the financial sector, especially the banking sector, is the most popular service sector in the context of internal marketing research. According to the above, the purpose of this paper was to present internal marketing, its evolution, application, and role in organizations operating in the financial sector. A preliminary analysis of previous empirical studies conducted in the financial sector showed that researchers used different internal marketing dimensions and tested internal marketing outcomes at different levels. In order to determine the dimensions and outcomes of internal marketing in the financial sector, an analysis of previous studies in this field published in the period from 2015 to the present and stored in Google Scholar base was conducted. The analysis in this paper showed that the most common testing of internal marketing outcomes is at the employee-level as well as the testing of internal marketing dimensions such as (internal) communication, training and development, rewards and other types of compensation, and empowerment of employees.

Pengaruh Pemasaran Internal dan Kompensasi Terhadap Kepuasan Kerja dan Kinerja Pegawai PLN di Wilayah Sulawesi

This study aims to examine the integration of the relationship between internal marketing dimensions (supportive and participative leadership, training and development, information and communication, and selection and appointments) and compensation with job satisfaction and their impact on the performance of PLN employees in North Sulawesi, Central Sulawesi, and Gorontalo, especially during the COVID-19 post-pandemic. Data was collected from 322 respondents who work at PLN in North Sulawesi, Central Sulawesi, and Gorontalo. The results showed that supportive and participative leadership, information and communication, and compensation significantly positively affected job satisfaction. In contrast, training, development, selection, and appointment had no significant impact on work satisfaction. Job satisfaction has a significant positive effect on employee performance.

The Impact of Internal Marketing Practices on Employees’ Job Satisfaction during the COVID-19 Pandemic: The Case of the Saudi Arabian Banking Sector

Based on the social exchange theory, the current study aimed to develop and test a conceptual model that integrates the relationships among internal marketing dimensions (i.e., supportive and participative leadership, training and development, information and communication, and selection and appointment) and job satisfaction in the banking sector of Saudi Arabia, particularly during the COVID-19 pandemic. We collected data from 329 employees working in different private and public banks in Riyadh, Saudi Arabia. Overall, the findings confirmed the significant and positive effects of supportive and participative leadership, training and development, information and communication, and selection and appointment on employees’ job satisfaction. The current research contributes to the understanding of the broad role played by internal marketing practices in maintaining the job satisfaction of banking sector employees, during and possibly after the COVID-19 pandemic.

Impact of Internal Marketing on Organizational Commitment among Executive Employees in Ship Building and Repair Industry in Sri Lanka

Attracting employees and getting them to commit to the organizational goals and objectives are major issues today. This study aims to evaluate the impact of internal marketing on organizational commitment in the shipbuilding and ship repair industry in Sri Lanka. This research is conducted using positivism philosophy under a deductive approach. The data for this quantitative study is collected through a structured questionnaire. Data is analyzed through regression analysis. The findings reveal that internal marketing has a strong correlation with the employees' organizational commitment. As the major findings, it is found upon the selected internal marketing dimensions that are internal communication, rewards, training & development, have a positive impact on organizational commitment while employee empowerment has less effect on employee behavior. The results will help the management in the context of raising awareness in internal marketing.

The Effects of Internal Marketing on Business Performance with Employee Relationship Quality as a Mediator: A Resource-Based Approach

This study aims to identify the impact of internal marketing (IM) on business performance (BP) in the banking sector in Bangladesh where employee relationship quality (ERQ) as a mediator as well as to determine the importance of each of the internal marketing dimensions in explaining the variation in internal service quality. Convenient sampling is used to choose respondents for this study where an online questionnaire survey was activated to collect data. Using a direct questionnaire survey carried out in the banking sector and the present study obtained 402 useable responses. A conceptual model was validated using the partial least square (PLS) method, a methodology based on structural equation model using the software Smart-PLS version. The study results revealed that internal marketing of banking business is positively correlated with business performance through relationship quality. The findings should not be enthusiastically widespread across the banking sectors in Bangladesh.

Learning effectiveness of 3D virtual reality in hospitality training: a situated cognitive perspective

虚拟现实在酒店培训中的学习效果：一项以情境认知为视角的研究研究目的培训是内部营销的关键维度之一。 虚拟现实 (VR), 一种复制某种环境（真实的或想象的）并模拟在该环境中实质性存在的用户的计算机技术并且允许用户交互, 从培训的角度来看提供独特的机会, 例如允许用户在没有培训的情况下提高他们的技能避免承担损失真实客户的后果或需要实际身处真实环境中。 本研究的重点是比较 VR 酒店培训与现实世界的招待培训的效果。研究设计/方法/途径本研究采用情境认知理论对情境变量（社交互动、位置和任务）的认识对学习和比较 VR 和现实世界实验环境中的旅游培训之间的学习成果进行实证检验。研究发现结果表明, 位置和任务意识增强了认知吸收, 但社会意识不影响认知吸收。 在现实世界和 VR 环境中的训练之间没有显着差异。 最后, 认知吸收对心理模式改变（学习结果）有显著积极作用。研究原创性/价值该结果通过在酒店培训中应用情境认知理论促进了对学习情境重要性的理论理解, 并对旨在成本、地点和时间限制内实现严谨和高效的培训具有重要意义。

The effect of internal marketing on employee job satisfaction: evidence from a Jordanian tourism and hospitality setting

The main aim of this study is to achieve an in-depth understanding of the mechanism by which internal marketing affects job satisfaction. A theoretical framework was developed basing on related marketing literature. The study model was intended to determine the influence of internal marketing dimensions (IMD) in tourism and hospitality industry, particularly in the Dead Sea Region in Jordan. 378 valid questionnaires were retrieved from respondents representing different departments in targeted hotels and resorts. SPSS statistical package and its related module Amos were used to test the relationship between the independent variables of (IMD) and dependent variables related to employees' satisfaction (ES). The findings of the study have indicated the existence of significant positive correlations between three main dimensions of internal marketing (service culture, human resources management, and marketing information) on employees' job satisfaction. However, results have shown a less motivation effect on employee's satisfaction (ES).

The impact of internal marketing on organizational creativity An applied study on the Saudi Telecom Company (STC).

In a competitive business environment, service firms must focus their marketing efforts on client needs and wants and the needs and desires of their staff. It is commonly argued that there are links between internal marketing efforts, employee behavior, and organization performance. Therefore, it is important to manage and improve internal marketing efforts to achieve organizational objectives. Based on this view, the aim of the research is to know the impact of internal marketing through its dimensions (selection of workers, training of workers, motivating workers, empowering workers, and internal communications), on organizational creativity in the Saudi Telecom Company from the point of view of workers. An easy sample was used using the electronic questionnaire with a number of (376) employees of the Saudi Telecom Company, and using descriptive statistical methods such as arithmetic mean, standard deviation, and inferential statistics methods such as simple linear regression. Internal on organizational creativity in descending order from the most influential to the least influential, respectively: (employment empowerment, internal communication, training of employees, motivating employees, selecting employees). The Saudi Telecom Company also applies the dimensions of internal marketing in descending order according to the workers’ viewpoint as follows: (selection and appointment, motivation, internal communications, training, empowering workers). The study recommended promoting employee empowerment, internal communications, training and motivation for employees because of their active role in achieving organizational creativity.

Having an On-land Life as Well as an On-sky Life: A Cross-country Study of the Configurational Effects of Internal Marketing on Work-family Facilitation

ABSTRACT Entailing a fuzzy-set qualitative comparative analysis, this study explored alternative configurations leading to high-level work-family facilitation among 142 and 127 flight attendants employed respectively in Asian airline companies in Taiwan and Vietnam. Results revealed three paths in Taiwan and two paths in Vietnam that explained high work-family facilitation levels. A welfare system and compensation were identified as core facilitating conditions in Taiwan and Vietnam, respectively. The findings offer theoretical insights and practical guidelines to advance understanding of the complex interactions of internal marketing dimensions on work-family facilitation and suggest new directions for future research.

Measuring a Multifaceted Concept: A high Order Confirmatory Factor Analysis Towards Internal Marketing

Abstract Multi-dimensionality of internal marketing (IM) concept continuously poses a challenge for researchers because a number of measurement approaches have been used for more than a quarter of a century since its maiden empirical inception. These multiple operationalizations have augmented confusion and decision-makers are not sure which one to rely on for optimal results. Additionally, due to its evolutionary nature, research has not kept up with the pace to substantiate this evolution empirically, leaving a void for researchers to proceed for a quantitative investigation to extend its boundaries. The present research takes up this challenge and provides an empirical evidence to prove its progression. As IM is multi-faceted in nature, this research chips in two brand new dimensions, informational justice and developmental opportunities, to the IM mix, while a third dimension that has only once been studied in connection with an IM work, is also enfolded. To this end, a top-down high order confirmatory factor analysis was done to identify the underlying structure of IM dimensions. Findings of the study revealed that the hypothesized five dimensions of IM are confirmed dimensions of IM concept. This empirical stamp will embolden researchers to devise measurement scales preferably sensitive to its growing character, and capitalize on its prowess to adapt to the novelties and peculiarities of a specific industry. Moreover, this study will help in making it a more reliable tool for managers to negotiate new constraints imposed by Covid in a post-Covid world.

The Impact of Internal Marketing on Service Quality, Perceived Value, Consumer Satisfaction and Loyalty in the Service Sector

This article proposes to integrate internal marketing, perceived quality, perceived value, satisfaction and behavioural intention in the same model. The study was conducted with 200 healthcare staff and 200 patients. First, the results indicate the influence of internal marketing dimensions on perceived quality and satisfaction. In a second step, it turns out that perceived quality influences satisfaction and perceived value, which in turn impacts satisfaction. Finally, there is a relationship between, on the one hand, satisfaction and behavioural intention and, on the other hand, the perceived value and behavioural intention of consumers.

Business Resilience and Social Inclusion: A Critical Reflection on Internal Marketing

The aim of the paper is to identify the dimensions of the Internal Marketing that contributes to business resilience and social inclusion. Marketing is approached as a tool for social transformation. The documentary and data analysis focused on the relevant theoretical and practical models proposed in the last decades. It concludes with the proposal of four dimensions of internal marketing that stimulate business resilience and social inclusion wich are: 1) the attraction and development of talent through the competitiveness of the workplace; 2) organizational change; 3) leadership development and empowerment; and 4) communication for the exchange of knowledge and motivation.

Role of Internal Marketing in Determining Academic Staff Job Satisfaction in Higher Education

Purpose-The purpose of the present study is to examine the influence of internal marketing (IM) dimensions (i.e. academic staff development, rewards, internal communication and empowerment) on academic job satisfaction (AJS) in higher education. Design/Methodology/Approach - A survey of 236 faculty members of Jammu division from the UT of J&K higher education institutions was done. To analyse the data SEM has been used. Findings - The results of the study indicated that all the four dimensions of internal marketing significantly influence academic job satisfaction. Empowerment plays the foremost critical part in determining AJS, there after internal communication, academic staff development and rewards. Practical Implications - By highlighting the influence of these four dimensions of IM on AJS, this study offers valuable experiences into the fundamental forms through which job satisfaction among the staff can be improved. The results of this study will demonstrate to be of incredible assistance to academicians and policymakers. They can give their energies and assets towards devising strategies pointed at maximizing faculty satisfaction level through the proper implementation of IM practices. Originality/Value -This study includes to the exceptionally little number of researches that have explored the individual influence of the above mentioned four dimensions of IM in determining AJS.

The Impact of Administrative Transparency on the Relationship between Internal Marketing Policies and the Job Satisfaction of the Internal Customer: An Applied Study at Taif University - Kingdom of Saudi Arabia: أثر الشفافية الإدارية في العلاقة بين سياسات التسويق الداخلي وبين الرضا الوظيفي للعميل الداخلي - دراسة تطبيقية بجامعة الطائف، المملكة العربية السعودية -

This study aims to identify the extent of the practice of internal marketing policies and administrative transparency at Taif University, and its impact on the level of internal customer satisfaction (employee). As well as to observe the mediating effect of administrative transparency in the relationship between internal marketing policies and internal customer satisfaction. This study attempts to fill the gap in previous studies related to the impact of internal marketing policies (independent variable) and administrative transparency (intermediate variable) on enhancing internal customer satisfaction (dependent variable) in Saudi universities. A descriptive-analytical approach was used, and 254 questionnaires were distributed randomly stratified to the study sample. The number of valid questionnaires for analysis was (125), which were analysed using the statistical program (SPSS). The findings were that there was a medium degree of approval towards each of the dimensions of internal marketing, the practice of administrative transparency and internal customer satisfaction. There was also a relationship and impact between internal marketing policies and internal customer satisfaction. Similarly, there was a relationship and impact between administrative transparency and internal customer satisfaction. There were a relationship and impact between internal marketing policies and administrative transparency. Moreover, it found that administrative transparency strengthens the positive relationship between internal marketing policies and internal customer. This study recommended increasing employees’ job satisfaction by implementing an effective system of incentives and rewards, training and development and promotions. Furthermore, universities should improve the level of administrative transactions and communications, financial facilitation, and good relations among employees. Moreover, they have to adopt the concept of internal marketing by meeting the needs of employees and working on developing them. Finally, they have to tout administrative transparency policies, as well as clarifying the reasons for administrative decisions with stability and ease of understanding in order to build credibility and trust with employees.

Analysis of the Internal Marketing Dimensions in Social Economy Organizations: Study Applied to Co-operativism in Ecuador.

Internal marketing involves the development of organizational strategies that promote the welfare of the employees who, in turn, play a transcendental role in achieving institutional goals. Ecuadoran co-operativism lacks relevant studies of this construct and, because of this, this research intends to analyze the dimensions of internal marketing, through the validation of a measuring instrument that has been adapted to this sector of the social economy, in a developing country. The methodology is based on the completion of field work, where a structured questionnaire for a representative sample of 2,499 employees and officers of the operatives of Ecuador was applied. The suitability of the scale was determined through the means of a model of Ecuadoran structural equations. The results show that internal marketing is a multi-dimensional construct and it can be measured in six dimensions: Identify Value Exchange (IVE), Internal Market Segmentation (IMS), Internal Communication (IC), Management Concern (MC), Training (TR), and Work/Family Balance (WFB).

Catalyzing knowledge management processes towards knowledge worker satisfaction: fuzzy-set qualitative comparative analysis

Purpose Constructed upon the knowledge-based view, the purpose of this study is to investigate the interrelationship between internal marketing, knowledge management processes and knowledge worker satisfaction. The study also postulates that specific combinations of internal marketing dimensions and knowledge management processes can lead to improved knowledge worker satisfaction. Design/methodology/approach The study sample is gathered from 248 personnel of Pakistan higher education institutions (HEI’s). The interrelationships are checked through Smart PLS 3.2.8. The fuzzy set qualitative comparative analysis (fsQCA) is used to examine configurational paths for improving knowledge worker satisfaction. Findings The results of the study show that in HEI’s, internal marketing has a substantial influence on knowledge management processes, and knowledge management processes strongly enhance knowledge worker satisfaction. The result from fsQCA reveals multiple configurational paths to improve knowledge worker satisfaction. Originality/value There is a scarcity of research that has explored the association of internal marketing, knowledge management processes and knowledge worker satisfaction. This study attempts to examine their inter-relationships in HEI’s. Methodologically, the study contributes by combining direct and configurational methods to foster the knowledge of organizational (higher education) matters. The use of fsQCA reveals multiple pathways to improve knowledge worker satisfaction and exposes asymmetric relationships between internal marketing and knowledge management processes that lead to knowledge worker satisfaction. The study identifies the interactions among variables that might not be directly obvious via conventional symmetric methods.

The Influence of Perceived Internal Marketing on Employees’ Organizational Behaviors

This study seeks to examine the influence of perceived internal marketing on organizational commitment and job performance. Based on extensive literature review, theoretical framework was proposed, with internal marketing as determinant, organizational commitment the mediator, and job performance the outcome. Targeting Generation-Y employees, a total of 568 valid questionnaires were collected nationwide through online and offline survey. Structural equation modeling was used to analyze the data with AMOS software. The findings indicate that perceived internal marketing, contributed positively to organizational commitment and job performance. Apart from the direct effect on job performance, organizational commitment also mediated the relationship between perceived internal marketing and job performance. This study also examined the four dimensions of internal marketing and effects. This paper concludes with the discussion of theoretical and practical implications, as well as limitation and suggestions for future study.