Organisational culture at higher educational institutions: The importance of internal marketing

Evdoxia Kyriacou and George G. Panigyrakis
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Evdoxia Kyriacou: PhD candidate, Faculty of Communication and Media Studies of Cyprus University of Technology, Cyprus
George G. Panigyrakis: Professor of Marketing at the Faculty of Communication and Media Studies, Cyprus

Journal of Cultural Marketing Strategy, 2020, vol. 4, issue 2, 161-171

Abstract: To fulfil their mission to provide high-quality services, higher education institutions are required to conduct internal marketing. This paper draws on the case study of a University in Cyprus to explore how six interconnected dimensions of internal marketing inform the satisfaction and loyalty of administrative staff. The study adopts a quantitative methodology, using a survey questionnaire to collect data. The questionnaire was answered online by a sample of 47 administrative employees. Descriptive statistics, correlations and a multiple linear regression analysis were performed. The study presents findings and results of quantitative analysis and proposes an internal marketing model. Limitations and future research proposals are discussed.

Keywords: internal marketing; internal culture; value system; organisational culture; higher education; quality services; human resources (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2020:v:4:i:2:p:161-171

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