Titel: | Internal marketing as a new alternative for the service employees' performance: An empirical study; |
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Beteiligte: | , |
In: | Revista de Comunicare si Marketing [Comunications and Marketing Journal], 2011, 2, S. 139-160 |
veröffentlicht: |
Editura Fundaţia Andrei Saguna
Andrei Saguna Foundation Publishing House |
Medientyp: | Artikel, E-Artikel |
ISSN: |
2069-0304
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veröffentlicht in: | Revista de Comunicare si Marketing [Comunications and Marketing Journal] |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | CEEOL Central and Eastern European Online Library sid-53-col-ceeol |
The increasing importance of relational marketing in the service sector as underlined by several authors and particularly by Berry (1983) culminates in a new marketing orientation toward internal marketing, even suggesting a significant impact of the latter on service quality perception. Several scholars argued that consumers attitude toward front-desk personnel often determines their attitude toward the service encounter as a whole (Berry and Parasuranam A., 1991), which evoke an evident role of employee’s customer orientation. This paper argues and then produces empirical evidence that customer orientation has a mediating effect between internal marketing and service quality perception based on a sample 116 banking customer advisors and 3 client of each (348 client). To do so, an internal marketing performance measurement scale has been established according to Churchill’s paradigm. Two dimensions were found significantly reliable and valid: gratitude-Empathy and Integration-support. And only the first one was found to have a significant impact on customer orientation. |