Implementation Of Internal Marketing Research Articles

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.

The Role of Internal Marketing Practices in Moderating the Impact of Job Insecurity on Turnover Intention

With internal marketing (IM) practices serving as a moderator, this article intends to investigate the nature of the link between job insecurity (JI) and turnover intention (TI). The survey included Jordanian Islamic bank employees. Using a basic random sample, a total of 284 replies from various Jordanian Islamic banks were gathered and evaluated; the response rate was thus (78.8%). SPSS software was used to perform a descriptive study of the respondents' demographic characteristics. SmartPLS made use of the measurement, structural model, and test hypotheses of the study framework. The study's key results show a substantial positive association between work instability and desire to leave. Additionally, it shows a strong influence of internal marketing's moderating function on the association between work instability and desire to leave. Employees who feel insecure in their jobs may have intentions to quit, which might be one argument in favor of this connection. Otherwise, they need internal marketing techniques from the organization's side to enhance their performance and persuade them to abandon their plans to leave this company. This result of our correlation research demonstrates that internal marketing implementation inside firms displays the function that it plays in attaining job instability and turnover intention. The banking industry, financial institutions, and other businesses in any nation looking to retain their staff may all benefit from this research. The moderating influence of internal marketing in the direct link between job insecurity and turnover intention in the Islamic banks in Jordan was one of the social issues this article attempted to solve. The fact that every study builds on earlier work means that this cannot be done in a vacuum. We were directed to concentrate on bridging the information gaps concerning such a situation by doing an extensive literature study of books and periodicals on what is currently known about the topic.

Unleashing innovation: The role of internal marketing in education sector

The education sector is undergoing huge transformations in response to changing situations and circumstances. In order to effectively adapt to the evolving demands of the new situation, innovative work behaviours among educators have become increasingly crucial. This study aims to investigate teachers’ perceptions of innovative work behaviours in Jordan, evaluate the implementation of internal marketing within the Jordanian education sector, and examine the influence of internal marketing on enhancing innovative work behaviours. Drawing on a qualitative research methodology, semi-structured interviews were conducted with teachers of the first three grades in Jordanian public schools. Thematic analysis was employed to interpret the interview data. The main themes that emerged from the analysis were motivation and collaboration. Findings show that motivated teachers are more likely to invest their time and effort in experimenting with innovative teaching methods and finding solutions to educational challenges. Collaboration fosters an environment of shared knowledge, support, and creativity among teachers. These findings imply the influence of internal marketing in guiding the motivation and collaboration among teachers. By understanding the impact of internal marketing on innovative work behaviours, policymakers and educational institutions can develop effective strategies to enhance the quality of education in the country.

The Role of Internal Marketing in Employee Loyalty - Job Satisfaction as Mediator: A Study of Hospitality Industry of Pakistan

Abstract. The study highlights internal marketing as a key/central concept in pursuit of achieving organizational loyalty among employees. This paper identifies the relationship between internal marketing and employee loyalty with mediating role of job satisfaction. Data was collected through survey-based questionnaires from 386 employees working in the hospitality industry of Pakistan. Amos 22 was used for CFA and SPSS 22 for correlational and regression analysis. Results revealed that internal marketing boosts employee loyalty, and additionally job satisfaction provides effective underlying mechanism for the relationship between internal marketing and employee loyalty. Thus, effective implementation of internal marketing helps to inspire and motivate employees creating a long run sustainable competitive advantage.

Implementation of internal marketing in hotels – a case study of the Opole market

This study assesses the extent to which Opole hotels rely on internal marketing. The assessment is based on results of a case study, analysis of documents, a diagnostic survey and logical analysis and construction. A questionnaire survey conducted in 12 hotels, accounting for about 92% of all hotels in Opole, was used to produce descriptive statistics of hotel characteristics. Most hotels evaluated in this study already use internal marketing. The most common marketing tools include training sessions, communication and information support, and active assistance provided by managers or owners to their employees. The main factors influencing the implementation of internal marketing in Opole hotels involve recruiting suitable staff, organising active training sessions for employees, and creating a friendly work environment. Based on the study findings, we recommend promoting the use of internal marketing among hotel owners and a wider range of tools that benefit employees of contemporary hotels.

INVESTIGATION OF THE IMPLEMENTATION OF INTERNAL MARKETING TO HOTELS: THE CASE OF HOTELS OF THE CHANIA PREFECTURE, GREECE

The hotel industry is directly associated with marketing in general, both the external and the internal one. Hotels are companies that provide services which means that the workforce of the company gets in direct (personal) touch with its customers. However, the implementation of internal marketing is not only proven indispensable for companies that provide services, but it can also apply to other types of companies, such as the industrial sector. The aim of the paper is twofold: (a) Measurement of the implementation of internal marketing as well as measurement of job satisfaction at the hotels of a particular area, and (b) Investigation of the awareness of directors-remaining administrative personnel and subordinates-employees on issues of internal marketing and job satisfaction. Results demonstrate low percentages of the implementation of internal marketing in hotels in the majority of aspects of internal marketing.

The features of the introduction of the system of internal marketing in the enterprise

The theoretical and practical foundations of introduction of the system of internal marketing at the enterprise have been grounded. Such methods as descriptive and comparative (in studying the successful experience of introducing internal marketing), induction, deduction and generalization (formulating proposals on the steps for the implementation of internal marketing in the enterprise), have been used during investigation. The article examines the existing features of the introduction of the system of internal marketing at the enterprise. Based on the analysis of publications, the preconditions for the application of the concept of internal marketing in the enterprise have been determined. The author has analyzed the experience of JYSK and Polytechnic companies, which are implemented the concept of internal marketing successfully. The author has suggested an approach to the introduction of the system of internal marketing at the company, which is based on five successive stages, the implementation of which should be the improving performance to the company. Scientific novelty of the article is that the author's proposed approach to the introduction of internal marketing in the enterprise, unlike the existing ones, is focused on the reaching the goal: increasing the productivity of staff and general effectiveness to the company. The practical significance of the article lies in the fact that the application of the proposed approach in practice could contribute to the growth of management efficiency and the achievement of the market objectives of the enterprise.

Pengaruh Implementasi Internal Marketing Terhadap Kinerja Melalui Kepuasan Tenaga Kependidikan Di Fakultas Ekonomi Dan Bisnis Universitas Brawijaya Malang

The study aims to analyze positive influence of internal marketing implementation in boosting educational personnel satisfaction, the positive influence of satisfaction improve the performance of staff, the positive effect of the implementation of internal marketing improve the performance of educators in FEB UB Malang. Population 103 staff, testing three hypotheses with Structural Model PLS. Implementation of internal marketing directly affect significantly increase the satisfaction of educators. Satisfaction educators effect but not significantly improve the performance of educators. Internal marketing effect, but did not significantly improve the performance of educators.

Exploring Internal Marketing Mix and Its Applications in the Foodservice Industry

Internal marketing has been considered as a way of achieving higher service quality and customer satisfaction in the service industry. However, the definitions and implementation of internal marketing varies by researcher. Therefore, the purpose of this study was to explore an explanatory internal marketing mix that can be utilized in the foodservice industry. Using a web-based survey method, a total of 405 usable samples were collected and used in the data analysis. Five internal marketing components (i.e., vision, development, reward, employee motivation, and internal communication) were adopted from previous literature, and the results indicated significant impacts of the internal marketing mix on employee job satisfaction.

Effect of Internal Marketing on Processes of Knowledge Management System in Nasr-e-Esfahan Company

Implementation of internal marketing in organizations especially service organizations equips them with competencies and capabilities that will be led to their performance enhancement besides enjoying environmental opportunities. Therefore, it can be stated that successful implementation of internal marketing can pave the way for successful implementation of organizational processes such as processes of knowledge management system. Also organizations can develop, organize and share knowledge through internal marketing in order to achieve competitive advantage. The present study investigates the effect of internal marketing on processes of knowledge management system (knowledge creation, knowledge organization, knowledge formalization, knowledge transfer and knowledge application) in Nasr-e-Esfahan Company. Questionnaire was tool of data collection and the data were analyzed by means of Lisrel and Spss software. The findings revealed that the effect of internal marketing on each process of knowledge management system has been positive and significant and value of fitness indexes (GFI= 0.92, AGFI=0.91) in the model under study shows suitability of the model.

Balanced market orientation: qualitative findings on a fragile equilibrium

Purpose – The paper focuses on services marketing implementation synthesizing previous knowledge from the fields of internal and external marketing. Although academic debate over the modeling of internal and external market orientation has lately emerged, services marketing literature lacks a relevant theoretical foundation.Design/methodology/approach – Following a qualitative research design applied to the tourism sector, in‐depth interviews were conducted at three different levels (managers, employees and customers). In total, 37 hotel managers, 46 employees and 42 guests participated in the process of capturing the essence of the fragile equilibrium between internal and external marketing adoption.Findings – Findings from the content analysis were consistent with the literature, unveiling an important number of elements, which formulate the components of the balanced market orientation, namely: market orientation adoption, internal marketing implementation and systematic monitoring of the service deliv...

An exploratory study into the implementation of internal marketing in small insurance brokers in the United Kingdom

The purpose of this article is to explore internal marketing in the United Kingdom small insurance brokers. Most research on internal marketing has been conducted in large firms. Consequently, research in this field in small firms, particularly small insurance brokers, has been limited despite their significance to the UK economy. In this study, interviews were conducted with 12 UK small general insurance brokers to explore their understanding and implementation of internal marketing. The findings indicate that internal marketing is used informally and that there are some linkages between the elements of internal marketing. This study contributes to knowledge by identifying the impact of the size of broker and the Treating Customers Fairly regulations on the formality of internal marketing. In practice, managers should give more attention to internal marketing activities in order to achieve the company's aims of customer orientation and better performance.

The Application of Internal Marketing (IM) in a Service Organization

Purpose . This study explores the implementation of Internal Marketing (IM) in a service company using the Chester Racecourse as a case study methodology. The racecourse is known as one of the best racecourse and hospitality venues in the UK. Research Design . Content and Text Analyses have been employed to discover any refreshed findings on the empirical application of IM by examining the content of communicated texts.These communicated texts originated from in-depth interviews and conversational research with respondents. The respondents were selected by using the concept of “Theoretical Sampling”. Originality . This empirical study on the application of IM is justified because although there have been abundant papers on IM, most of the research focuses on the theoretical and conceptual aspects of IM. In addition, there has not been any empirical paper written on the combined use of Content and Text Analyses in IM particularly for guiding further qualitative research Findings and Strategic Implications . To complement earlier theoretical proposition on IM, the findings indicate that there are several empirical aspects such as “costs, people and concept” which hinder successful implementation of IM. This study proposes several strategic HR recommendations to reduce the “implementation gap” in IM such as to conduct continuous staff training on IM knowledge on regular time intervals, to reduce excessive work load and pressure and engaging staff members in continuous personal development sessions. In addition, the findings reveal that IM training should be given priority to solve “people-oriented” issues.

Implementation of internal marketing on a sample of Egyptian five-star hotels

Internal marketing has been discussed in management and academic literature. Yet, it remains poorly operationalized. This article tends to develop a clear understanding of the concept based on the academic literature, develop an instrument to measure it, and finally assess the empirical evidence of its impact on performance. The current conceptualization of internal marketing is explored in a survey among frontline employees of five-star hotels in Egypt. The classic four dimensions of the internal marketing concept will be examined and assessed. In the final analysis, hospitality managers could benefit from the findings of the study by adapting and implementing internal marketing strategies that engage and retain effective, devoted, and satisfied employees. Moreover, the greater the allocation of resources towards internal marketing implementation, the higher will be the probability of the organization's success.

Research Of Implementation of Internal Marketing in Companies in the Republic of Croatia

Marketing has a strong role in creating products and services offered in the market in today’s particularly dynamic and turbulent business environment marked by daily struggle to keep market positions and realise competitive advantages. Unlike external marketing, internal marketing is still insufficiently researched and used in Croatian companies. Internal marketing comprises marketing know-how, skills, tools, methods and techniques used on the internal market (within the company) with the objective of achieving synergistic effect of all employees in conformity with basic targets, the mission and strategies of the company. The focus of this paper is the research of characteristics of internal marketing of companies working in the Croatian market. The aim of the research was to determine, by means of a preliminary research, the implementation of principles and internal marketing concept in Croatia and its representation within Croatian companies. Previous works and experiences published in foreign publications indicate advantages of implementation of this concept within companies in addition to a great impact on creation of competitive advantages, particularly in terms of services, customer satisfaction and loyalty of both customers and companies’ own employees.

Approaches on Construction Strategies of Psychological Contract Based on Internal Marketing

The construction of psychological contract plays a significant role in the management of labor relations. This paper proposes a new approach of the construction of psychological contract which is easy to realize by the use of theory of internal marketing. Because of the same core target and similar expectation modes between both of them, labor relations are managed through both internal marketing and psychological contract, which complement each other. The theory of internal marketing provides some methods and approaches for psychological contract, and psychological contract does the guarantee for the smooth implementation of internal marketing. According to the analysis of segmentation procedures and position procedures in internal marketing, staff’s variant needs can get known more clearly. For the purposes of satisfying staff’s needs in their organization, enhancing their loyalty to their organization and realizing trade, relation and self-improvement dimensions in psychological contract, this paper designs some work products in the organization which regard salaries, relations and career planning as the core respectively. In addition, the strategy of promoting, distributing and pricing in internal marketing reflect fixing and distribution of salary, construction of communication platform, and training and encouragement to staff respectively. As a result of the three strategies above, staff’s psychological contract to their organization can be enhanced.

Appraising the Implementation of Internal Marketing in a Sample of Egyptian Five-star Hotels

Internal marketing has been discussed in management and academic literature. Yet, it remains poorly operationalized. This article tends to develop a clear understanding of the concept based on the academic literature, develop an instrument to measure it, and finally assess the empirical evidence of its impact on performance. The current conceptualization of internal marketing is explored in a survey among frontline employees of five-star hotels in Egypt. The classic four dimensions of internal marketing concept will be examined and assessed. These dimensions include the establishment of a service culture, the development of a marketing approach to human resource management, the dissemination of marketing information to employees and the implementation of a reward and recognition system. Thus, it can be established that employees can be a foundation of competitive advantage if the principles of internal marketing are implemented as the quality of service and customer satisfaction are influenced considerably by the values and actions of hotel employees. Moreover, hospitality managers could benefit from these findings by adapting strategies which engage and retain effective, devoted, and satisfied employees on one hand, and implementing internal marketing principles, on the other hand. The more allocation of resources towards internal marketing implementation, the higher the probability of the organization’s success will be.

Market orientation, job satisfaction, commitment and organisational performance

Purpose – The purpose of this paper is to analyse the implementation of the marketing concept within both the internal (internal market) and external environments in the context of the local public sector. It also aims to examine the impact of market orientation (MO) on employees' job‐related attitudes (job satisfaction and organisational commitment (OC)) and organisational performance (OP).Design/methodology/approach – Researchers take a methodological approach by using a survey method. Structural equation modelling is employed to analyse the data collected from a sample of municipality executive board members in order to test the causal relationships proposed in the research model.Findings – The results of this empirical study demonstrate that internal marketing implementation has an important effect in fostering market‐oriented behaviours of local public organisations. The effect of MO on both job‐related attitudes and OP was also empirically supported. However, the paper's findings do not support the ...

병원의 내부마케팅과 조직유효성

최근 기업의 내부고객인 조직 내 구성원을 대상으로 하는 내부지향적 마케팅 활동도 중요하다는 인식이 점차 확대되고 있다. 그러나 의료기관 내부마케팅에 관한 연구는 미흡한 상황이다. 따라서 본 연구에서는 의료기관 내부마케팅이 조직관리에 어떠한 영향을 미치는지 파악하여 내부마케팅 수립과 실행을 위한 기초적인 정보를 제공하고자 한다. 연구결과, 내부마케팅과 조직유효성에서는 내부마케팅 영역 중 근무환경, 휴가제도, 의사결정 참여, 교육 등의 인식 정도가 높을수록 조직유효성이 높은 것으로 나타났으며, 보상제도는 조직유효성의 영향요인으로 유의하지 않는 것으로 확인되었다. Lately there is an increasing recognition about the significance of marketing activity towards the internal staff of a company as a group of customer. However, there has been little study on the marketing towards the internal staff of Hospitals. This study aims to provide basic information enabling the planning and implementation of internal marketing of hospitals by illuminating the impact of it on the management of staff. The conclusion of the study shows that the internal marketing and organization effectiveness, it was revealed that the higher the degree of recognition on the working environment, regulation on leave, participation into decision-making, education in the sphere of internal marketing, the higher the organization effectiveness, and that there is no meaningful association of compensation with the organization effectiveness.

Antecedents of internal marketing practice: some preliminary empirical evidence

Purpose – Service employees are reported to influence negatively the development of a market orientation hindering thus the service company's effort to become more customer centric. A way to overcome this barrier is the implementation of internal marketing (IM) programs. However, the extant literature reports that the number of companies practicing marketing internally is disproportionate small compared to the number of companies trying to adopt the market orientation concept. Hence, the purpose of this paper is to offer a preliminary insight regarding the antecedents of practicing marketing internally.Design/methodology/approach – To do this, data were collected from 583 first‐line personnel from 29 five and four stars hotels in Greece through personal interviews in order to investigate the impact of company culture and internal‐market orientation (IMO) as antecedents of IM and investigate the effect that the company's culture, IMO and IM have on employee's job satisfaction at the individual's level.Find...