Internal marketing as a new alternative for the service employees' performance: an empirical study

Myriam Bellaouaied () and Abdelkader Gam
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Myriam Bellaouaied: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon
Abdelkader Gam: Chercheur indépendant

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Abstract: 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.

Keywords: satisfaction; customer orientation.; relational marketing; service quality; internal marketing; customer orientation (search for similar items in EconPapers)
Date: 2011-04-30
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00706050v1
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Citations: View citations in EconPapers (5)

Published in Revue de Communication et de Marketing, 2011, pp.139-159

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00706050

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