Effect Of Internal Marketing Research Articles

Effect of Internal Marketing on Organisational Objectives of Manufacturing Companies in Nigeria (A Study of Nigerian Breweries Plc)

Effect of Internal Marketing on Organisational Objectives of Manufacturing Companies in Nigeria (A Study of Nigerian Breweries Plc)

Simulating the Effects of Internal Marketing on Patient Satisfaction Development in Hospitals of Ardabil Province, Iran

Background: To gain and maintain stable competitive advantages, hospitals are currently seeking novel strategies for Patient Satisfaction Development (PSD). To this end, hospitals are required to establish strategies for improvement and provide basic platforms; one of these strategies is Internal Marketing (IM). This type of marketing typically demands customer-oriented behavior and thinking by all hospital staff in terms of dealing with patients. Accordingly, the current research recommends a simulation pattern for PSD within hospitals in Ardabil Province, Iran, considering the predominant factors affecting IM. Methods: This study, utilizing a qualitative-quantitative research design, was conducted on a statistical population of 17 theoretical (the university professors) and experimental (hospital managers) experts. The sampling technique was of the non-probability type and purposive, and the data collection tools were interviews and questionnaires. In the qualitative phase, the main themes and sub-themes of IM in the hospitals of Ardabil Province, Iran, were initially identified by thematic analysis. Then, in the quantitative phase, the major factors were prioritized via the fuzzy Delphi method, and finally, the effects of IM on PSD were simulated through agent-based modeling. Data analysis in the qualitative phase was done with MaxQDA 20 software, and Microsoft Excel and AnyLogic 8.9 were operated in the quantitative one. Results: Based on the study results, 35 primary codes, 12 sub-themes, and three main themes (organizational, occupational, and individual) were obtained. In light of this, the organizational factors were introduced as the most effective ones. Besides, the study results suggested that the PSD prospect in the hospitals of Ardabil Province, Iran, reached 70 % at the end of the simulation. Conclusion: According to the study results, it is suggested that hospital managers devote much attention to the effective factors in IM, specially the organizational ones, as they play a leading role in PSD.

Influence of customer contact employees (CCEs) competencies on their service recovery performance: a moderated-mediation approach

Purpose This study aims to explore the influence of customer contact employees (CCEs) competencies (social, emotional and professional) on their service recovery performance (SRP) with mediation effect of internal marketing and moderation effect of industry/sector. Design/methodology/approach This study used survey-based dyads of 210 CCEs and their managers/supervisors in three service sectors (hotel and hospitality, automobile service centers and organized retail stores). Repeated-measures analysis of variance, confirmatory factor analysis and PROCESS macro of Hayes (2013) was used to assess reliability, validity and to test mediation, moderation and moderated-mediation. Findings CCEs competencies influenced SRP. The relationship between CCEs competencies and SRP was mediated by internal marketing. The industry/sector was found to be a significant moderator between the internal marketing and SRP. Additionally, a significant moderated-mediation effect was found between CCEs competencies and SRP. Research limitations/implications Longitudinal studies could be particularly helpful to evaluate the impact of internal marketing on SRP. The future researcher may benefit from replicating and extending the model in different industries or can study other factors as mediators or moderators for further contribution to the SRP literature. Practical implications Firms striving for consumer retention and aiming to extend their consumer life cycle can greatly benefit from the results of this study to provide effective SRP. The study also suggests that policymakers and management should adopt properly designed and well-articulated human resource management practices for excellence in SRP in their organizations. Originality/value To the best of the authors' knowledge, there is no study in the past which has addressed employee and organizational factors with the dyadic sample. In addition, it has used a moderated-mediation model in the context of SRP and also contributes to the extant literature by researching in a non-Western setting like India.

The Effect of Internal Marketing on Organizational Culture Organizational Efficiency in the Beauty Hair Industry Field

The purpose of this study is to investigate the impact of internal marketing on organizational culture and organizational effectiveness among employees working in beauty salons, and to find out the correlation between the culture in which employees are satisfied with their jobs and their long-term retention. The survey for this study was conducted for 47 days from June 20, 2023 to August 5, 2023, targeting beauty workers in Seoul, Gyeonggi, Gwangju Metropolitan City, and Jeju Island, collecting data with an online selfadministered questionnaire for men and women aged 10 to 50, and 420 questionnaires were distributed, and the final 409 were used for analysis after excluding inappropriate questionnaires, and analyzed using SPSS 22.0 statistical analysis program, we found that the subfactors of internal marketing positively influenced the subfactors of organizational culture and organizational effectiveness, indicating that it is important to give positive energy through open communication in a free atmosphere, and that the creation and support of training environment and systematic promotion and reward system are important for building organizational culture, and that the subfactors of organizational culture positively influenced the subfactors of organizational effectiveness, indicating that it is important to have a friendly atmosphere and cooperative relationship within the organization, work compliance, work performance, and common goals of the organization, which have a positive effect on long-term service, job performance, and job satisfaction. In conclusion, the development of employees' organizational culture through internal marketing will lead to long-term retention through job satisfaction and performance, which will increase customer satisfaction and have a positive impact on individuals and companies. Future research should use this study as a basis for further research by expanding the region and target audience.

The Effects of Internal Marketing Climate On Hotel Effectiveness and Competitive Excellence

Despite the agreement on the importance of internal marketing, the central dogma that it creates value for employees which will incite employees to in turn create value for their organization and customers lacks empirical verification and remains a contentious issue. Two separate multisource-multilevel datasets are used to illuminate the effects of hotel property department-level internal marketing (process-focused) climate on a positive, key organizationally relevant psychological outcome (i.e., perceived organizational support) and a positive, key organizationally relevant behavioral outcome (i.e., organizational citizenship behavior), which in turn engender hotel property department effectiveness and competitive excellence, respectively. Moreover, the results suggest that organizational citizenship behavior is a linchpin in the explication and illustration of the effects of hotel property department/unit internal marketing climate on hotel property department/unit effectiveness and competitive excellence. By doing so, we provide a comprehensive model that underscores the impacts of internal marketing climate on crucial employee, organization/unit, and customer outcomes in the hospitality industry. Implications, limitations of the current inquiry, and avenues for future research are discussed.

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 Role of Market Orientation in Mediating the Effect of Internal Marketing on the Organizational Performance of the 'Pabrik Kata-Kata Joger ' During the Covid-19 Pandemic

The prolonged Covid-19 pandemic has forced many companies, whether they like it or not, to make various changes (innovations) to the company's strategic management. Internal marketing provides many benefits in achieving marketing success because it is more integrative and sustainable. Market orientation is a corporate culture that can lead to increased marketing performance and retain customers with the aim of creating greater value for customers through efforts to collect information about customer needs. The purpose of this study is to find out and analyze how the role market orientation mediates influence internal marketing and organizational performance at the Pabrik Kata-Kata Joger. The research location is the Pabrik Kata-Kata Joger which is located on Jln. Raya Kuta (without number), Kuta, Bali. The method of determining the sample using non probability sampling namely method purposive sampling. The sample of this research is the respondent who joined the Joger family for at least 2 years with a total sample of 130 respondents. The data analysis technique used is analysis Partial Least Square (PLS) with the settlement method Structural Equation Modeling (SEM). The research results show that internal marketing has a positive and significant effect on organizational performance at the Pabrik Kata-Kata Joger. Internal marketing has a positive and significant effect on market orientation at the Pabrik Kata-Kata Joger. Market orientation positive and significant effect on organizational performance at the Pabrik Kata-Kata Joger. Internal marketing indirectly has a positive effect on organizational performance through market orientation at the Pabrik Kata-Kata Joger.

Investigation of the Effect of Internal Marketing on Quality of Work-Life: Evidence from Sport Organizations

This study aimed to examine the effect of internal marketing (IM) on quality of work-life (QWL). The data were obtained from the employees of sports organizations providing public service in western Turkey. As a data collection tool, the IM-11 scale developed by Yildiz and Kara (2017) was used to measure IM, and the QWL scale developed by Chen and Farh (2000) was used to measure QWL. Descriptive statistics, correlation, and regression analysis were used in the analysis of the data. Analysis results showed that IM had a significant and positive effect on QWL. The strongest effect of IM was on the “compensation & benefits” dimension, one of the sub-dimensions of QWL.

제2금융권의 내부마케팅이 직무만족, 감정부조화, 고객 지향성에 미치는 영향에 관한 연구

The purpose of this study is to examine the effects of internal marketing on job satisfaction, emotion mismatch, and customer orientation among them for secondary financial employees. The competence and motivation of internal employees have been in the spotlight as their duties have expanded to include a wide range of tasks from simple customer service to professional guidance. The results of the study confirmed that the strengthening of internal marketing has a positive effect on job satisfaction (H1) and customer orientation (H3), but no effect on emotion mismatch (H2). In addition, it found that job satisfaction has a positive effect on customer orientation (H4) and emotion mismatch has a negative effect on customer orientation (H5). This study is differentiated from existing studies in that it focuses on the secondary financial sector, which has been under-researched compared to the primary financial sector, and is significant in that it shows through empirical analysis that internal marketing is necessary to enhance competitiveness in the secondary financial sector, and that if the secondary financial sector wants to achieve performance, it is necessary to provide information that is actually helpful to customers before strengthening efforts to increase customer orientation.

Internal marketing and salespeople's out-of-role behaviour: The mediating role of job satisfaction

This study examines the effect of internal marketing (IM) on salespeople's in-role and out-of-role behaviours and how these behaviours affect customer satisfaction and sales performance. It also tests the mediating role of job satisfaction as an emotional response and adopts survey design. Data from 322 companies in Daegu and Gyeongbuk Province in the Republic of Korea are collected and used to test the conceptual model using structural equation modelling. The findings reveal that organisations’ IM strategy for motivating employees positively affects salespeople's job satisfaction and out-of-role behaviour. The results also indicate that the salespeople's out-of-role behaviour enhances customer satisfaction and sales performance. This study suggests that organisations should provide guidelines and create an organizational culture that supports various IM activities to encourage employees’ spontaneous behaviours. It is among the very few, if not the first, studies that demonstrate how companies’ IM strategies could be leveraged to enhance job satisfaction and in-role and out-of-role behaviours in employees and how these behaviours could enhance customer satisfaction and sales performance.

A Study on the Effect of Internal Marketing of Franchise Coffee Shops on Customer Orientation and the Moderating Effect of Brand Image

A Study on the Effect of Internal Marketing of Franchise Coffee Shops on Customer Orientation and the Moderating Effect of Brand Image

The Effect of Internal Marketing on Organizational Citizenship Behavior

The aim of this paper is to determine the effect of internal marketing through three dimensions: vision, development, and reward - on organizational citizenship behavior in three private universities in Iraq. Organizations’ view of their members as internal customers could be made them more realistic in dealing with the reasons for leaving and going to other organizations. This can promote business organizations to build an organizational environment that contributes to making the organization look like the homeland of those workers. The research method is descriptive and analytical. The tool for data collection was the questionnaire. Statistical software (SPSS V.23 and AMOS V.23) was used to analyze the data. The research sample was randomly selected and consisted of 290 faculty members. The results of the research indicated that there is a positive effect of the independent variable “internal marketing” on the dependent variable “organizational citizenship behavior”. Also, the dimension of development has the most impact on organizational citizenship behavior, then comes the reward, and the vision, respectively. The research highlights the level of variables and the nature of the relationships between them in the private higher education sector in the Iraqi environment.
 
 
 Paper type: Research paper

THE EFFECT OF INTERNAL MARKETING, ORGANISATIONAL COMMITMENT ON JOB PERFORMANCE IN SPORTS AND RECREATION SERVICES

This study aims to determine whether there is an influence of Internal Marketing, Organisational Commitment on Job Performance in Sports and Recreation Services. The approach used in this research is to use a quantity approach and a simple random sampling methodology. Data were collected through the distribution of online questionnaires, and the results of testing the hypothesis with multiple regression analysis were applied to 90 responses given by respondents. In this study, only one hypothesis is supported. Namely, organisational commitment has a positive effect on work performance. Meanwhile, Internal Marketing does not affect Work Performance. The survey was conducted because the authors wanted to determine whether there was an effect of Internal Marketing, Organisational Commitment on Job Performance in Sports and Recreation Services.

The roles of internal marketing and person-organization fit in hospitality employees’ life satisfaction: an integration of work and nonwork domains

PurposeIntegrating the Stimulus-Organism-Response model, the spillover theory and the person-organization fit literature, this study investigates how internal marketing spills over its effects from the work domain to nonwork domains.Design/methodology/approachData of 279 hotel employees working in the US were collected from a self-administered survey via Amazon Mechanical Turk.FindingsFindings support the direct effects of internal marketing on job performance and job satisfaction, and of job satisfaction on life satisfaction. Moreover, results show the mediating roles of perceived person-organization fit, highlighting the mechanism by which internal marketing generates its spillover effect from the work domain to the life domain.Originality/valueThis study advances the conversation on employee-organization behaviors by revealing how internal marketing could lead to job satisfaction, job performance and life satisfaction. These insights reflect the true interconnection of human work and life. For hospitality employees’ well-being, this study encourages managers to simultaneously adopt and integrate the five functional activities of internal marketing (i.e. communication, compensation, welfare system, training and management support) in organizational operations.

Internal marketing and employees’ perception of organizational performance in the maritime organization: The mediator and moderator role of satisfaction and work experience

Purpose. This research aims to bring to light the relationship between organizational performance perceptions of the employees in the maritime sector, employee satisfaction and internal marketing. Study design. The data obtained through a questionnaire from 357 office workers in aTurkish ship-owner company were tested with the Structural Equation Model using SPSS 24.0 AMOS21.0 statistical package program. The large percentage of the study’s participants are men. However, it can be said that the distribution obtained in the research is in parallel with the ratio of female and male employees in the maritime business. Most of the employees work in the operations department of the company, followed by the management, marketing and logistics departments, respectively. Findings. As a result, it was determined that internal marketing has a positive effect on employees’ perception of organizational performance. In addition, job satisfaction has a mediating role in the effect of internal marketing on organizational performance of employees, also work experience has a moderating role in the impact of internal marketing on organizational performance of employees. Value of the results. In the future this study might be applied to sea farers or other maritime industry employees. Authors expect that this study will shed light on both researchers who study on similar subjects and organizations that would like to expand their horizon in terms of employee relations.

The effect of internal marketing on employees' organizational commitment through their job satisfaction: The case of healthcare sector in Serbia

The purpose of this paper was to examine the link between internal marketing (IM) and employees' organizational commitment (OC) through their job satisfaction (JS). The data were collected through an on-line survey from 278 employees in various public healthcare institutions in Belgrade. In order to test the hypotheses, partial least squares structural equation modelling was used. The results of this research showed that employees' JS partially mediates the relationship between IM activities and employees' OC. These results are relevant for healthcare marketing professionals and managers of healthcare institutions since they show the significant role of IM in improving employees' OC and the importance of nurturing employees' JS as a job-related attitude. The obtained results are also important since they support decision makers in promoting the IM concept in healthcare sector.

국내 운송물류기업의 내부마케팅이 서비스품질에 미치는 영향

Purpose : The purpose of this study is to analyze the effect of internal marketing on employee job satisfaction and service quality, as well as the moderating effect of self-efficacy and the mediating effect of job satisfaction, by targeting logistics companies.
 Research design, data, and methodology : A questionnaire targeted logistics companies registered with the Korea Integrated Logistics Association. Analysis of demographics is implemented utilizing IBM SPSS 27.0, and analysis is performed using Smart PLS 3.0.
 Results : Analysis found that among the internal marketing factors of logistics companies, all variables except the compensation system had a significant effect on job satisfaction, and job satisfaction factors had a significant effect on service quality. In addition, among the internal marketing factors of logistics companies, all variables except educational training have a significant effect on service quality. Among internal marketing factors, educational training and empowerment variables appear to have moderating effects on self-efficacy, and all variables among internal marketing factors (except compensation systems) appear to have a mediating effect on job satisfaction.
 Conclusions : Logistics companies should inform employees of the organization's common goals and values through educational training. They should provide support from various management levels, and grant decision-making rights within a certain range for smooth internal communication, providing an environment that employees can work in with a sense of responsibility.

호텔조리종사원의 내부마케팅과 직무만족, 조직 몰입, 이직의도 간의 관계 연구

In this study, an empirical analysis was carried out for hotel cooks in Seoul Metropolitan City to find out the effect of internal marketing on job satisfaction, organizational commitment, and turnover intention. The survey was conducted from January 1 to January 30, 2022, and a total of 300 questionnaires were distributed and 258 copies were used for the analysis. As a result of the analysis, it was found that the internal marketing of hotel cooks had a significant positive (+) effect on job satisfaction, organizational commitment, and turnover intention. It is said that it needs to be expanded in a direction to reflect actual performance creation and management of employees. Therefore, in order to lower the turnover intention of hotel cooks, research on the determinants of employee job satisfaction and organizational commitment is urgently required.

The Effect of Internal Marketing on Innovation in Hotels

The Effect of Internal Marketing on Innovation in Hotels

The relationship between internal marketing, service quality, price, image, and customer satisfaction : Focused on wedding hall

The objective of this study was to identify the relationship between internal marketing (external communication, internal communication, empowerment, educational training, and leadership); internal customer satisfaction; service quality (physical environment, process quality, and outcome quality); price fairness; image; and external customer satisfaction. It also investigated the indirect effect of internal marketing on service quality, image, and external customer satisfaction through internal customer satisfaction and service quality. The results of this study showed that external communication, internal communication, educational training, and leadership of internal marketing had positive impacts on internal customer satisfaction, but empowerment did not. Second, internal customer satisfaction had a positive impact on service quality. Third, service quality and price fairness had positive impacts on wedding hall image. Fourth, service quality, price fairness, and wedding hall image had positive impacts on external customer satisfaction. Fifth, the positive indirect effects of external communication, internal communication, educational training, and leadership on service quality, wedding hall image, and external customer satisfaction were significant. The positive indirect effects of internal customer satisfaction on wedding hall image and external customer satisfaction were also significant. The implications and limitations of the study are presented in the conclusion.