The Function of Internal Marketing in the Process of Formation of a Customer-Centric Company

Olga Okunyeva ()
Additional contact information
Olga Okunyeva: Kiev National Economic University named after V. Hetman
Authors registered in the RePEc Author Service: Olga Vladimirovna Okuneva

Eastern European Business and Economics Journal, 2018, vol. 4, issue 2, 97-131

Abstract: The aims of this paper are: to analyse the key conceptual advances of internal marketing in terms of their interrelation with customer centricity; to present the author’s vision of the place of internal marketing in the system of marketing of a client-centric company; and to justify its function in the formation of such. This paper begins with a comprehensive analysis of conceptual models of internal marketing. The analysis examines the following parameters: 1) the client as a separate component of the model, and 2) client orientation as a part of the model. The practical part presents the study of customer centricity in trade and intermediary companies in Kiev based on the author’s two-step approach: Mystery Shopper audit based of modification of SERVQUAL’s questionnaire; playing test by the method of critical scenarios. The results of the study represent the author’s classification of the existing models of internal marketing and the author’s model of internal marketing in the system of marketing of a client-centric company, where three key functions of internal marketing were highlighted. It is empirically confirmed that the use of internal marketing gives the go-ahead to enhancing customer centricity.

Keywords: Internal marketing; Client centricity; Service quality (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.eebej.eu/Okunyeva-O-2018-The-Function-o ... s-Journal-42-97-131/ (text/html)
http://eebej.eu/2018v4n2/97-131.pdf (application/pdf)
for print copy of the journal 50 Euro, preview on web - free

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eeb:articl:v:4:y:2018:n:2:p:97-131

Ordering information: This journal article can be ordered from

Access Statistics for this article

More articles in Eastern European Business and Economics Journal from Eastern European Business and Economics Studies Centre
Bibliographic data for series maintained by Valerijs ( this e-mail address is bad, please contact ).