External Customers Research Articles

THE CORRELATION BETWEEN INTERNAL AND EXTERNAL CUSTOMER SATISFACTION AS A TOOL FOR ACTIVATING SERVICE MARKETING IN SMALL AND MEDIUM ENTERPRISES

Purpose: This research paper seeks to determine the relationship between internal and external customer satisfaction in order to activate the marketing of tourism services for Algerian small and medium enterprises by practicing internal marketing. Methodology: In order to answer the raised questions and test the validity of the hypotheses, and after reviewing previous studies, the descriptive analytical approach was relied upon, as this approach is one of the forms of scientific description and interpretation organized to describe the variable under study, depict it quantitatively, and analyze it. To extract the results, one of the methods of this approach was relied upon, which is the field survey by investigating the opinions of employees of the Algerian small and medium tourism enterprises under study on the impact of internal marketing on achieving internal and external customer satisfaction; to obtain data and information that help in coming up with results to provide suggestions and recommendations. The researchers used the questionnaire in this. The study community was selected, which was all small and medium tourism enterprises (agencies, hotels, airports, ...) operating in the Algerian tourism sector. Based on the study community, a random sample of 20 tourism enterprises operating in various parts of the country was selected. The sampling unit (items) was represented by the employees of the institutions under study. 140 questionnaires were distributed, 126 of which were returned, thus the return rate was 90%. Therefore, the study sample is 20 small and medium enterprises represented by 126 individuals. Results: The study concluded that there is a role for internal marketing procedures in achieving internal customer satisfaction, and that there is a role for internal customer satisfaction in achieving external customer satisfaction.. Practical Implications: The practical implications of the research were to recommend the need to expand the interest of Algerian small and medium enterprises in internal marketing, due to its major role in improving the organizational climate and achieving both job satisfaction and external customer satisfaction. Originality/Value: This study contributes to the growing body of knowledge on the concept of internal marketing application in SMEs as a necessity to achieve internal and external customer satisfaction, and can contribute something new to both practitioners as the study provides actionable insights for developing policies for these organizations.

Restructuring Non-teaching Hospitals into Teaching Hospitals in Iran: Component Change in General Hospitals

Background: The present study investigated how a general hospital is restructured in Iran when transforming from a non-teaching into a teaching hospital. Methods: This applied study was conducted based on a mixed-method design from 2020 to 2021 using a systematic search and review, document analysis, comparative and cross-sectional design, multiple voting technique, and qualitative phenomenological method. Results: The conceptual framework of the components of a hospital as a system includes inputs (governance and policy-making, goals and mission, clinical and support departments, physical space, clients, and human resources), processes (internal and external relations, key processes, type and level of services, and teaching mission systematization), and outputs (performance evaluation, internal and external customer satisfaction, human capital empowerment, organizational behavior, income-cost management, cost-effectiveness and efficiency, service quality, and legal and social responsibility). Conclusion: The findings from the present study depicted how the components of teaching and non-teaching hospitals are restructured when changing their functions. Restructuring an established organization, such as a hospital, is very challenging and requires multiple changes. This study had some implications including highlighting the need to formulate protocols for restructuring non-teaching hospitals into teaching hospitals or constructing new teaching hospitals, classifying teaching hospitals and clarifying their differences, focusing on the teaching mission in hospitals, and reviewing and updating the integration of medical education in providing health services.

Strategy to Improve the Quality of Madrasah Education Through Madrasah Diniyah (Madin) in Min 16 Bener Meriah Aceh

The purpose of this study was to determine the concept of organizing Madrasah Diniyah (Madin) Min 16 in Aceh. The concept of Madrasah Diniyah (MADIN) at MIN 16 Bener Meriah has the following characteristics: focusing on customers, both internal and external customers, having a high obsession with quality, using a scientific approach in decision making and problem solving, having a long-term commitment, requiring teamwork, continuous process improvement, providing education and training, providing controlled freedom, unity of purpose, and involving and empowering human resources. Meanwhile, the implementation of Integrated Quality Improvement Management in Madrasah includes Quality Strategy Planning (vision, mission, objectives, long-term institutional strategy, monitoring and evaluation), improving process quality (curriculum and learning process), improving the quality of Human Resources. Resources (HR), improving environmental quality, improving service quality, improving output quality

Techno-Service-Profit Chain: The Impacts of IoT-Enabled Algorithmic Customer Service Systems from an Interdisciplinary Perspective

The infusion of emerging technologies (e.g., IoT-enabled algorithmic customer service systems [IACSs]) often brings disruptive changes to customer service. In particular, the agentic nature of these technologies challenges prominent service theories. Among these challenges, recent scholarly calls have pushed for more research on the infusion of emerging technologies into the service-profit chain (SPC) framework, advocating for the importance of extended knowledge to develop a techno-infused version of the SPC. Thus, from an interdisciplinary perspective, we draw upon role theory and propose a technoservice-profit chain (TSPC). Specifically, we contextualize the SPC in the technoservice context with different approaches, including decomposing context-specific constructs and theorizing IACS implementation as a contextual factor that moderates TSPC relationships. Using a sequential mixed methods design combining quantitative and qualitative approaches, we tested our research model by conducting multiwave surveys and follow-up interviews in a large business-to-business service firm with data from employees, supervisors, and customers before and after IACS implementation. This interdisciplinary study contributes to the information systems, service marketing, and management literatures by enriching the compositions of core SPC constructs, theorizing interactions between human agents and technology agents, and scrutinizing the impacts of technology agents on the linkages between internal employee management and external customer service. Our results further reveal the emerging issues of competing bosses (i.e., supervisors and IACSs), competing employees (i.e., employees and IACSs), and the unintended dehumanization effects of IACSs on supervisors and employees.

Prawne i praktyczne aspekty dotyczące przetwarzania danych osobowych w procesie rekrutacji

The subject of this article is to identify good practices, occurring risks and irregularities in the processing of personal data of job candidates as part of the employee recruitment process and to develop principles for verifying the correctness of the functioning of this process as a tool supporting the audit task. The recruitment process and the associated staff turnover is one of the key areas where the employer should ensure the organizational and legal security of the processed personal data, which undeniably affects its professionalism and the perception of external customers, such as job candidates. The uniformity of the legality of this process is influenced by both national labor laws and EU regulations. The key principles to ensure the compliance of processed data with the requirements of labor laws in the recruitment process are the principle of data minimization and storage limitation, as well as the processing of personal data of job candidates by persons only authorized by the employer, who have committed themselves to the principles of confidentiality and impartiality. The above is also related to the implementation of the controller’s information obligations to job candidates and their correlation with the actual processing of personal data by the controller and its authorized personnel.

Leveraging customer knowledge obtained through social media: The roles of R&D intensity and absorptive capacity

Previous research has highlighted the benefits of leveraging knowledge generated through internal R&D and external customer knowledge to drive firm innovation. While it is understood that both these knowledge sources may have complementary and/or substituting effects, our understanding of the mechanism through which they affect innovation performance is limited. Therefore, we develop a theory and empirically test a multiple moderation model to investigate the effect of customer knowledge obtained through social media on innovation performance, contingent on the firm’s realized absorptive capacity and R&D intensity. Using PLS-SEM multi-group analysis, we find that firm R&D intensity complements realized absorptive capacity in integrating customer knowledge from social media for innovation performance. Given resource constraints, firms with a low level of R&D intensity should focus on cultivating a strong realized absorptive capacity to maximize the benefits of social media. In contrast, firms with high R&D intensity need not overly prioritize developing realized absorptive capacity.

Design thinking: Executing your organization's commitment to customer centricity

This paper discusses the concept of design thinking as an approach for organizations to become more customer-centric and elevate experiences. Design thinking involves understanding user needs, continuously iterating solutions, and embracing ambiguity through rapid experimentation. It places the customer at the heart of problem solving and innovation. The paper outlines five key steps of design thinking: 1) Empathize – Deeply understand user needs and expectations through ethnographic research like interviews and observations; 2) Define – Clearly identify problems or opportunities based on research, using tools like customer personas and journey maps; 3) Ideate – Brainstorm creative alternatives, drawing solutions from diverse sources of input including customers, employees, competitors, etc; 4) Prototype – Rapidly develop inexpensive prototypes for users to experience and provide feedback on to facilitate continuous improvement; 5) Test – Place prototypes into real-world environments and use co-creation by collaborating with users to further refine concepts. Successfully utilizing design thinking requires an organizational culture valuing customer-centricity, embracing continuous change, and failing fast to pivot quickly. The paper discusses applying design thinking to both external customer interfaces and internal operations and processes to elevate experiences across the board. This human-centric approach transforms businesses by keeping user needs central and enables the continual adaptation necessary in today's world to offer memorable engagements that foster lifelong customer relationships.

UNDERSTANDING THE FACTORS INFLUENCING BLOCKCHAIN TECHNOLOGY ADOPTION IN MODERN ENTERPRISES

The research paper examines the factors influencing the adoption of blockchain technology in modern enterprises, focusing on both internal and external determinants. Conducted with a sample of 231 respondents from various industries, the study investigates how organizational culture, leadership support, technological infrastructure, training resources, communication, regulatory standards, competitive pressures, market maturity, partnerships, and customer expectations affect blockchain technology adoption. Using a quantitative methodology, data were collected through structured questionnaires, and hypotheses were tested using statistical techniques, including one-sample t-tests. The results reveal that internal factors such as organizational culture and leadership support significantly impact blockchain adoption. Concurrently, external factors like regulatory standards, competitive pressures, and customer demands also play a crucial role. The study highlights that organizations with supportive internal environments and those adept at navigating external pressures are more likely to successfully adopt blockchain technology. The findings suggest that a comprehensive approach, addressing both internal and external factors, is essential for effective blockchain integration. Implications for practice include the need for organizations to foster a supportive internal culture, ensure strong leadership, and stay responsive to external regulatory and market dynamics. Future research directions include exploring the long-term impact of blockchain adoption on organizational performance and investigating the integration of blockchain with other emerging technologies.

Orientation on internal customer satisfaction in public administration

In the modern world, there is a constant increase in the role and importance of the customer who is achieving a dominant position in mutual relations in the organization. The situation is also noticeable in the public administration sector, where activities related to improving the functioning of the office, customer service and customer satisfaction are an important element of the development. The subject of the article is the analysis of the internal customer's opinion as an expression of building an orientation focused on the customer’s satisfaction in the public administration sector. The aim is to present the surveys on internal customer satisfaction that were conducted within the years 2012-2021 in a selected public administration unit. The conceptual basis of the terms public administration as well as the external and internal customer was also presented. The results of the research over the years and their discussion have been presented in the conclusion. The considerations undertaken in the elaboration lead to the conclusion that the orientation towards internal customer satisfaction in public administration is justified because it ultimately affects the level of public services provided, the quality of which is guaranteed, among others, by: stable and job-satisfied staff.

Rebranding after international acquisitions: challenges of legitimation in emerging and developed countries

PurposeThis study describes how a multinational enterprise (MNE) gains acceptance after rebranding acquired brands from different countries among its internal and external stakeholders and identifies factors that influence this process.Design/methodology/approachThe study employed a single case-study approach, including 18 semi-structured in-depth interviews with employees of a firm involved in the rebranding process in six countries. The countries are Sweden, Germany, the United States, Brazil, Colombia and Mexico.FindingsThe findings reveal how the MNE integrated brands it acquired in different international markets into one overarching corporate brand. The study shows that in emerging countries, external legitimation (external implementation process, country profiles and customer buy-in) constitutes the most significant challenge. By contrast, in developed countries, internal legitimation (employee buy-in and internal implementation process) is more challenging.Research limitations/implicationsThe study contributes to and extends the rebranding literature by using a legitimation lens to analyze the rebranding process. This lens shows how internal and external stakeholders are both crucial to successful rebranding. The study provides a comprehensive perspective of the process, identifies challenging factors and differentiates between their importance in emerging and developed countries.Originality/valueTo address the dearth of research on how firms legitimize a new brand in different national contexts, the study compares the rebranding process in multiple countries and discusses the factors influencing the rebranding process.

The Role of Entrepreneurial Orientation in Small Medium Enterprises Performance in Lagos, Nigeria

This study examines the role of entrepreneurial orientation on the performance of Small and Medium Enterprises (SMEs) in Nigeria. The objective was to determine the effect of innovativeness, risk-taking, proactiveness, autonomy and competitive aggressiveness on the performance of SMEs in Nigeria. Using a 21-item questionnaire with a 5-point Likert scale, the authors collected data on entrepreneurial orientation and SMES Performance. Taro Yamani Formula determined the sample size of 222 SME owners, Managers and Workers. Collected data was analysed with the use of a frequency distribution table, and simple percentages and the hypotheses were tested with Chi-Square statistical formula. The study revealed that innovativeness, risk-taking, proactiveness and competitive aggressiveness enhance the performance of SMEs. The practice of autonomy does not enhance SMEs' performance. The research suggests that SME owners and managers should be creative and innovative to adapt to external changes and customer needs. They should take calculated risks, invest in new products and services, conduct competitor analysis, and encourage employee initiatives.

Production Chain Organization in the Digital Age: Information Technology Use and Vertical Integration in U.S. Manufacturing

Advances in information technology (IT) may affect the organizational design of production. Exploiting the rapid diffusion of the internet in the United States, we assess the sensitivity of production chain organization to this innovation in IT access and use. Extending theories of the firm that recognize the importance of downstream transfers (selling as opposed to sourcing) and plural governance in organizational design, we predict IT-driven shifts in downstream vertical integration. In a detailed panel of Census Bureau data for over 5,600 manufacturing plants, we observe the extent of a production unit’s downstream transactions within the firm alongside concurrent sales to external customers—a mix we refer to as plural selling. Our main finding is that the use of the internet for external coordination precipitated a significant decline in downstream vertical integration across the manufacturing sector. Instrumental variables estimation points to a causal relationship but also heterogeneous treatment effects. Key drivers of plural organization, such as complementarities and constraints across differently governed transactions, help explain such heterogeneity, as does concurrent use of internal production management IT. Our study is the first study to leverage a plural governance framework and large-scale microdata to understand how U.S. production chain organization shifted in response to this rapid and far-reaching technological change. This paper was accepted by David Simchi-Levi, information systems. Funding: This research was performed at the Atlanta, Boston, and Cornell (supported by the Cornell Center for the Social Sciences) Federal Statistical Research Data Centers [Project 1069 (CBDRB-FY22-279)]. Support for the Research Data Centers network from the National Science Foundation [Grant ITR-0427889] is gratefully acknowledged, as is support from the Social Sciences and Humanities Research Council of Canada. Supplemental Material: The online appendix is available at https://doi.org/10.1287/mnsc.2019.01586 .

Environmental products and sustainability awards

Objective: To analyse the impact of companies' commitment to the production and distribution of environmental products on the winning of sustainability awards, and whether it is affected by the effects of the crisis and uncertainty caused by the Covid-19 pandemic and the Russian invasion of Ukraine.Methodology: Based on a sample of 718 companies from 35 countries and data from 2013 to 2022, a logistic regression for panel data was used.Results: The results show that the production and distribution of environmental products is positively associated with winning sustainability awards, and this effect is slightly stronger in the uncertainty period that characterises the years 2020 to 2022. Sustainable packaging initiatives and end-of-life recovery and recycling initiatives are the attributes with the greatest weight in external recognition, although the latter starts to become relevant in the uncertainty period. Furthermore, both producing and distributing sustainable products and winning sustainability awards have a positive and significant impact on customer satisfaction.Limitations: The sample consists of the world’s largest companies, so the results might differ if smaller companies were analysed. The dependent variable is binary, which did not allow us to examine in detail the impact of environmental products on companies’ external recognition.Practical implications: The results may encourage managers to produce and distribute sustainable products to increase external recognition and customer satisfaction and provide guidance on the attributes to be developed. They could guide policy-makers in making companies more resilient to crises by encouraging them to innovate environmentally in their products.

How Internal Customer Relationship Management and Word of Mouth, Affect Customer Loyalty

Originality: The competition in the banking industry has necessitated a concerted effort to ensure a sustainable internal and external customer relationship. Studies that focus on the internal customer relationship and internal customers’ word of mouth on external customer loyalty is rareObjective: This study investigates how Employees' Positive Word of mouth (PWoM) mediates the relationship between internal customer relationship management (IntCRM) and external Customer Loyalty (CL) using social exchange and image theoryMethodology: A cross-sectional research design was used, and a sample of 384 customers was drawn from an unknown pool of customers to respond to the CL questionnaire, while 315 bank employees responded to the IntCRM and PWoM Questionnaires. A partial least approach to structural equation modelling technique, via SMART-PLS version 4. was deployed to analyze the hypothesized relationships.Results: Findings on the direct relationship between IntCRM and CL were not supported due to insufficient evidence. While indirect relationships were established through the mechanism role of PWoM, supporting our argument that social exchange between employer and employee stimulates a positive attitude that attracts external customersImplications: The findings suggest the importance of relating discretely with the internal customer, since their perceptions and behaviours can influence the external customers’ attitudes towards the organization. The study also integrates the boundary of Human Resource Management (HRM) practice with Marketing strategy in ensuring customer loyalty in the banking industry. JEL Classification: M5, M31How to Cite:Vem, L. J., Mshembula, J. P., Ochigbo, A. D., Agwom-Panle, R., (2024). How Internal Customer Relationship Management and Word of Mouth Affect Customer Loyalty. Etikonomi, 23(1), 81 – 92. https://doi.org/10.15408/etk.v23i1.26921.

Impact of External Factors on Determining E-commerce Benefits among SMEs in Jakarta and Palembang

Technological trends have triggered a more advanced technology-based approach to influencing customers and encouraging the growth of the e-commerce industry in Indonesia. E-commerce is now considered a bridge for MSME players to market with a broader reach, even to international markets, which is one of the factors for the rise of Indonesian MSMEs, as well as the growth of the digital economy in Indonesia. However, very few MSMEs are still using technology to grow their business. This article examines how external factors, specifically customers and competitors, can encourage SMEs in Jakarta and Palembang to adopt e-commerce and promote e-commerce adoption. Small and medium enterprises benefit from applying this technology. The research method used was the quantitative conjoint type, using primary data in questionnaires distributed to 101 MSME owners in Jakarta and Palembang using a Google form. The data analysis technique in this study used structural equation modeling (SEM) based on partial least squares (PLS) by examining the measurement model and model structure. The results of this study indicate that perceived customer benefits have a significant influence on external relationships and are found to influence cost reduction, as well as a significant influence on loyalty. customer's status. At the same time, perceptions of competitive value increase relationships with external parties and customer loyalty. In contrast, competitive value only affects customer loyalty without significantly affecting cost reduction and external relations

ANALISIS EKSTERNAL DALAM UPAYA PENGEMBANGAN MUTU PELAYANAN RAWAT INAP DI RSUD PANEMBAHAN SENOPATI BANTUL

Background: Panembahan Senopati Hospital in Bantul as one government hospital in order to survive and be able to compete with other centers must be able to develop it self according with quality demand. Effort to the win that competition can be done by improving service quality and providing services properly as expected by the customerThere for, Panembahan Senopati hospital need to have a quality plan by identifying their customer need to improve the quality services. Based on customer needidentification process, service quality development stretegies can be arranged.
 Objectives: To know the gap between expectation and reality external customer for the quality of care in Panembahan Senopati Bantul Hospital, knowing the gap between expectation and reality of customer as an ingredient in developing a strategy of development of quality service in Panembahan Senopati Hospital.
 Methods: The research is quantitative research with cross sectional design. The study was conducted on November 2013 in Panembahan Senopati Bantul Hospital. The sampel Obtained was 100 people. The sampling design is random sampling. The data analysis with defferent test average in pairs (t-test).
 Result: The result showed that there are significant gaps between the average expectation and reality (p<0,05). The significant gap score on Class II there are dimension Emphaty of nurse with gap=0,010. Class III and VVIP there is gap significant in communication dimension with gap=0,049 andgap 0,011 and assurance dimension with gap= 0,001 on Class III. The significant gap score on Classn1there are dimension tangible with gap 0,016. While the other dimension are not gap significant.
 Conclusion: Quality of service in Panembahan Senopati Hospital for VVIP still does not meet customer expectations, then quality of service in Panembahan Senopati Hospital for class II and III still does meet customer expectation.

Implementasi Sistem Penjaminan Mutu Internal dalam Meningkatkan Mutu Pendidikan di MIN 1 Rejang Lebong

ABSTRACTInternal quality assurance is carried out with reference to national educational standards in order to realize the educational goals of the country. Internal quality is currently used in basic and secondary education in addition to universities. This study aims to identify and explain the internal quality system cycle's implementation. Data collecting methods include observations, interviews, and documentary research. According to the findings of this study, Darul Farah Cihampelas Secondary School has implemented the following quality improvement activities in accordance with the stages of the SPMI cycle: first, a school self-evaluation based on the education quality report; second, quality improvement planning through the creation of a quality assurance committee and a re-analysis of the results of the school self-evaluation; third, implementation of quality improvement; and fourth. The evaluation of educational quality comes in second. Quality strategy for the fifth fiscal year, evaluation following quality improvement, and quality improvement results. Implementing internal quality assurance will have an influence on the development of more creative teaching methods, student and school performance, internal and external customer happiness, and the fulfillment of the eight National Education Standards.

Rancang Bangun Aplikasi Penjualan PT. Sinar Kencana Jaya Abadi Berbasis Web

PT. Sinar Kencana Jaya Abadi is a company engaged in sanitary sector since 1995. With advances in technology, of course, marketing is not only in physical form, but also in digital forms, such as websites. Created a useful website to increase sales. The website was created so that people can find out more about what field this PT is engaged in, as well as the background of this PT. Sinar Kencana Jaya Abadi. This website was developed using the CodeIgniter framework, and the use of MySQL as a database. This research is useful for introducing PT Sinar Kencana Jaya Abadi to various external customers, so that it can be easier to find out what is being traded. The results of the study found that the application system functions properly and properly so that the application system can be checked out and stored shipping data into a database.

A study on the structural relationship between emotional labor, job burnout, and turnover intention among office workers in Korea: the moderated mediating effect of leader-member exchange

BackgroundThis research investigated the interplay of emotional labor, job burnout, and leader-member exchange on turnover intentions among office workers in South Korea.MethodsAn online survey was conducted with 333 employees working in Korean small- and medium-sized enterprises. The target sample consisted of in-house employees who do not deal with external customers. All the measurement and structural models of this study were analyzed using SPSS 27.0 and Amos 28.0.ResultsThe survey revealed that emotional labor indirectly influenced turnover intentions via job burnout and leader-member exchange. Deep acting intensified job burnout, thereby elevating turnover intentions, while surface acting mitigated job burnout.ConclusionsThe findings underscored the importance of managing emotional labor and job burnout and fostering robust leader-member relationships to reduce staff turnover. Moreover, leader-member exchange was found to mitigate the effects of emotional labor on job burnout and turnover intention, with higher leader-member exchange reducing the negative impact of deep acting on turnover intention through job burnout.

How to promote ambidextrous innovation through integration with supply chain partners? The role of external knowledge acquisition and cooperative goal interdependence

ABSTRACT In today’s fiercely competitive environment, integration with supply chain partners and the acquisition of external knowledge have become increasingly important strategies for mitigating the resource tension between exploration and exploitation. The purpose of this paper is to examine the relationship between supply chain external (suppliers and customers) integration and ambidextrous innovation, with a focus on the mediating effect of external knowledge acquisition and the moderating effect of cooperative goal interdependence based on Chinese firm-level data. The empirical results of this study reveal several important findings. First, supplier integration and customer integration have positive effects on ambidextrous innovation. Second, supplier integration and customer integration are more beneficial for ambidextrous innovation in firms holding higher cooperative goal interdependence with both suppliers and customers than in firms holding lower cooperative goal interdependence with both suppliers and customers. Finally, external knowledge acquisition partially mediates the effects of supplier integration and customer integration on ambidextrous innovation. These findings provide top managers with important insights into the role of supply chain external integration in the promotion of ambidextrous innovation. This research also contributes to the literature on ambidexterity theory and enriches the knowledge management literature within the supply chain management framework.