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

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.
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Article dans une revue
Revue de Communication et de Marketing, 2011, pp.139-159
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Contributeur : Myriam Bellaouaied <>
Soumis le : jeudi 14 juin 2012 - 19:17:12
Dernière modification le : jeudi 12 juillet 2018 - 01:08:19
Document(s) archivé(s) le : samedi 15 septembre 2012 - 02:22:17

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Myriam Bellaouaied, Abdelkader Gam. Internal marketing as a new alternative for the service employees' performance: an empirical study. Revue de Communication et de Marketing, 2011, pp.139-159. 〈halshs-00706050〉

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