Effect of Internal-marketing-mix on Customer-pyramid-oriented banking service performance. An Indian Experience

Selvarasu Appasamy Mutharasu, Krishnaswamy Natarajan and José António Filipe
Authors registered in the RePEc Author Service: Selvarasu A. ()

International Journal of Finance, Insurance and Risk Management, 2013, vol. 3, issue 3, 583

Abstract: The study proposes marketing support facility provided by all three categories of bank employees each as a commitment to service performance. IM has proved its results in human resource management implications and it is proposed to yield in the marketing as well as business development function in banking service performance in form of added values in an organization.

Keywords: Internal Marketing; Internal customer service; customer pyramid orientation; banking service performance. (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ers:ijfirm:v:3:y:2013:i:3:p:583

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