Applying the Internal Marketing Concept Within Large Organizations

Patriya Silpakit Tansuhaj · Donna M. Randall · Jim McCullough

98 citations0/0 files storedJournal of Professional Services Marketing

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Marketing and Advertising Strategies Customer Service Quality and Loyalty Employee Performance and Motivation

Abstract

Internal marketing programs appear to be prohibi- tively expensive and inappropriate for the needs of branches of larger organizations. This study illustrates how individual branch managers of a large credit union applied the internal marketing con- cept to achieve strikingly effective results in the marketplace using limited resources. The case study lcads to important managerial im- plications for the implementation of the internal marketing concept in branches of large service organizations.

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2014The moderating effect of cultural congruence on the internal marketing practice and employee satisfaction relationship: An empirical examination of Australian and Taiwanese born tourism employees 1999An internal marketing approach to public sector management 2009Internal marketing, organisational culture, job satisfaction, and organisational performance in non-life insurance 2008How to improve service quality: Internal marketing as a determining factor 2014Learning organizations, internal marketing, and organizational commitment in hospitals 2010The Effect of Internal Marketing on Organizational Commitment: Job Involvement and Job Satisfaction as Mediators 2009Employee perspectives of service quality in the supermarket sector 2009Internal Marketing- A Tool to Harness Employees’ Power in Service Organizations in India

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