The internal marketing in the last decade
portada N.4, Vol. 2

Versões

EPUB (English)
HTML (English)
PDF (Español (España))

Como Citar

Musa, A., Ijaiya , D. M. A. ., & Umaru Mustapha, Z. (2021). The internal marketing in the last decade : A systematic review. IROCAMM - International Review Of Communication And Marketing Mix, 2(4), 35–45. Recuperado de https://revistascientificas.us.es/index.php/IROCAMM/article/view/16000 (Original work published 31º de julho de 2021)
##plugins.generic.dates.received## 2021-04-26
##plugins.generic.dates.accepted## 2021-05-03
##plugins.generic.dates.published## 2021-07-31

Resumo

This research examines internal marketing (IM) over the last decade (2012-2021) using systematic quantitative assessment techniques (SQAT). The review identified 82 IM articles from 39 countries. A significant number of the articles were published in 2015, with a large concentration in Asia. The majority of the articles reviewed were empirical research. Four methods of data collection (i.e. survey, Secondary data, interview, and observation) were identified. The review identified three different IM themes (i.e. IM magnitude, consequences of IM, and IM mechanism). This review recommends that more IM articles are encouraging in South America and other nations of other countries that currently have no representation. More conceptual research is encouraged in balancing the wide gap between empirical and conceptual articles. Researchers are encouraged to use more qualitative methods of data collection to gain more understanding of the concept. The researchers are also advised to adopt the mixed method of data collection on the consequences of IM and IM mechanisms themes.

EPUB (English)
HTML (English)
PDF (Español (España))

Referências

Akroush, M. N., Abu‐ElSamen, A. A., Samawi, G. A., & Odetallah, A. L. (2013). Internal marketing and service quality in restaurants. Marketing Intelligence & Planning, 31(4), 304 – 336.

Albassami, F. A., Al-Meshal, S. A., & Bailey, A. A. (2015). An investigation of internal marketing and its effects on employees in the banking sector in Saudi Arabia. Journal of Financial Services Marketing, 20(3), 176-190.

Ali, N. (2012). An exploratory study into the implementation of internal marketing in small insurance brokers in the United Kingdom. Journal of Financial Services Marketing, 17(3), 242-254.

Álvarez-González, L. I., García-Rodríguez, N., Rey-García, M., & Sanzo-Perez, M. J. (2017). Business-nonprofit partnerships as a driver of internal marketing in nonprofit organizations. Consequences for nonprofit performance and moderators. BRQ Business Research Quarterly, 20(2), 112-123.

Bailey, A. A., Albassami, F., & Al-Meshal, S. (2016). The roles of employee job satisfaction and organizational commitment in the internal marketing-employee bank identification relationship. International Journal of Bank Marketing, 34(6), 821–840.

Bermúdez-González, G., Sasaki, I., & Tous-Zamora, D. (2016). Understanding the impact of internal marketing practices on both employees' and managers' organizational commitment in elderly care homes. Journal of Service Theory and Practice, 26(1), 28-49.

Berry LL, (1981). The Employee as a customer. The J Retail Bank.

Bikefe, G., Zubairu, U., Araga, S., Maitala, F., Ediuku, E., & Anyebe, D. (2020). Corporate Social Responsibility (CSR) by small and medium enterprises (SMEs): a systematic review. Small business international review.

Boukis, A., Kaminakis, K., Siampos, A., & Kostopoulos, I. (2015). Linking internal marketing with customer outcomes. Marketing Intelligence & Planning, 33(3), 394-413.

Chen, Q., Huang, R., Pak, K. Y., & Hou, B. (2020). Internal marketing, employee satisfaction, and cultural congruence of Gulf airlines. Tourism Review, Advanced online publication. https://doi/10.1108/TR-06-2019-0266.

Chen, S. Y., Wu, W. C., Chang, C. S., & Lin, C. T. (2015). Job rotation and internal marketing for increased job satisfaction and organizational commitment in hospital nursing staff. Journal of nursing management, 23(3), 297-306.

Chiang, C. F., & Liu, B. Z. (2017). Examining job stress and burnout of hotel room attendants: internal marketing and organizational commitment as moderators. Journal of Human Resources in Hospitality & Tourism, 16(4), 367-383.

Chiu, W., Cho, N. H., & Won, D. (2014). The effects of internal marketing on job satisfaction and organizational commitment in Taipei sports centers. Journal of Global Scholars of Marketing Science, 24(2), 206-222.

Chiu, W., Won, D., & Bae, J. S. (2019). Internal marketing, organizational commitment, and job performance in sport and leisure services. Sport, Business and Management: An International Journal, 10(2), 105-123.

De Bruin, L., Roberts-Lombard, M., & De Meyer-Heydenrych, C. (2020). Internal marketing, service quality, and perceived customer satisfaction. Journal of Islamic Marketing, Advanced online publication. https://doi/10.1108/JIMA-09-2019-0185.

Debruin Kaur, J., & Sharma, S. K. (2015). Internal marketing: Scale development and validation. Vision, 19(3), 236-247.

ELSamen, A.A. and Alshurideh, M. (2012). The impact of internal marketing on internal service quality: A case study in a Jordanian pharmaceutical company. International Journal of Business and Management.

Ferdous, A. S., & Polonsky, M. (2014). The impact of frontline employees' perceptions of internal marketing on employee outcomes. Journal of strategic marketing, 22(4), 300-315.

Ferdous, A. S., Herington, C., & Merrilees, B. (2013). Developing an integrative model of internal and external marketing. Journal of Strategic Marketing, 21(7), 637-649.

Fernando, Y. (2012). Impact of Internal Marketing on Operational Performance: An Empirical Study in Low-Cost Carrier Industry. Procedia-Social and Behavioral Sciences, 65, 913-918.

Fortenberry Jr, J. L., & McGoldrick, P. J. (2016). Internal marketing: A pathway for healthcare facilities to improve the patient experience. International Journal of Healthcare Management, 9(1), 28-33.

Frye, W. D., Kang, S., Huh, C., & Lee, M. J. M. (2020). What factors influence Generation Y’s employee retention in the hospitality industry?: An internal marketing approach. International Journal of Hospitality Management, 85, 102352.

Gross, H. P., & Rottler, M. (2019). Nonprofits’ internal marketing and its influence on volunteers’ experiences and behavior: A multiple mediation analysis. Nonprofit and Voluntary Sector Quarterly, 48(2), 388-416.

Huang, M., & Chen, M. Y. (2013). Internal marketing, customer orientation, and organizational commitment: Moderating effects of work status. Psychological Reports, 113(1), 180-198.

Huang, Y. T., & Rundle-Thiele, S. (2014). The moderating effect of cultural congruence on the internal marketing practice and employee satisfaction relationship: An empirical examination of Australian and Taiwanese born tourism employees. Tourism Management, 42, 196-206.

Ieong, C. Y., & Lam, D. (2016). Role of internal marketing on employees’ perceived job performance in an Asian integrated resort. Journal of Hospitality Marketing & Management, 25(5), 589-612.

Jalilvand, M. R., Vosta, L. N., Khalilakbar, R., Pool, J. K., & Tabaeeian, R. A. (2019). The effects of internal marketing and entrepreneurial orientation on innovation in family businesses. Journal of the Knowledge Economy, 10(3), 1064-1079.

Joung, H. W., Goh, B. K., Huffman, L., Yuan, J. J., & Surles, J. (2015). Investigating relationships between internal marketing practices and employee organizational commitment in the foodservice industry. International Journal of Contemporary Hospitality Management, 27(7), 1618–1640.

Kadic-Maglajlic, S., Boso, N., & Micevski, M. (2018). How internal marketing drives customer satisfaction in matured and maturing European markets?. Journal of Business Research, 86, 291-299.

Kanyurhi, E. B., & Akonkwa, D. B. M. (2016). Internal marketing, employee job satisfaction, and perceived organizational performance in microfinance institutions. International Journal of Bank Marketing, 34(5), 773-796.

Kim, M., Knutson, B. J., & Han, J. (2015). Understanding employee delight and voice from the internal marketing perspective. Journal of Hospitality Marketing & Management, 24(3), 260-286.

Koo, K. R., Kim, S. J., & Kim, K. H. (2016). The effects of internal marketing capability on export marketing strategy, B2B marketing mix, and export performance. Journal of Global Scholars of Marketing Science, 26(1), 51-65.

Kumar, P., Saxena, A., & Gupta, R. (2012). Internal Marketing: A Strategy for Knowledge Sharing. FIIB Business Review, 1(3-4), 42-50.

Mainardes, E. W., Rodrigues, L. S., & Teixeira, A. (2019). Effects of internal marketing on job satisfaction in the banking sector. International Journal of Bank Marketing, 37(5), 1313-1333.

Moreira Mero, N., Hidalgo Fernández, A., Loor Alcívar, M. I., & González Santa Cruz, F. (2020). Influence of internal marketing dimensions on organizational commitment: an empirical application in ecuadorian co-operativism. SAGE Open, 10(3), 2158244020945712.

Narteh, B. (2012). Internal marketing and employee commitment: Evidence from the Ghanaian banking industry. Journal of Financial Services Marketing, 17(4), 284-300.

Ndubisi, N. O., & Ndubisi, G. C. (2013). Sustainable internal marketing and internal customer motivation model: An African small-and-medium-sized enterprise perspective. Journal of Asian and African Studies, 48(4), 521-538.

Ozuem, W., Limb, N., & Lancaster, G. (2018). Exploring the locus of internal marketing. Journal of Strategic Marketing, 26(4), 356-372.

Pantouvakis, A. (2012). Internal marketing and the moderating role of employees: An exploratory study. Total Quality Management & Business Excellence, 23(2), 177-195.

Park, J. H., & Tran, T. B. H. (2018). Internal marketing, employee customer‐oriented behaviors, and customer behavioral responses. Psychology & Marketing, 35(6), 412-426.

Park, J. H., & Tran, T. B. H. (2020). From internal marketing to customer-perceived relationship quality: evidence of Vietnamese banking firms. Total Quality Management & Business Excellence, 31(7-8), 777-799

Pham, H. C., Brennan, L., Parker, L., Phan-Le, N. T., Ulhaq, I., Nkhoma, M. Z., & Nhat Nguyen, M. (2019). Enhancing cybersecurity behavior: an internal social marketing approach. Information & Computer Security, 28(2), 133–159.

Pickering, C., & Byrne, J. (2014). The benefits of publishing systematic quantitative literature reviews for Ph.D. candidates and other early-career researchers. Higher Education Research and Development, 33(3), 534–548.

Pool, J. K., Khodadadi, M., & Kalati, E. A. (2017). Linking internal marketing orientation to balanced scorecard outcomes in small businesses: the case of travel agencies. International Journal of Culture, Tourism and Hospitality Research, 11(3), 297–308.

Qaisar, F. S., & Muhamad, N. (2021). Internal marketing: a review and future research agenda. Asia Pacific Business Review, 1-34.

Rainey, M. M. (2014). Internal marketing of the patent information team in the corporate environment. World Patent Information, 36, 16-21.

Sahibzada, U. F., Jianfeng, C., Latif, F., & Shafait, Z. (2019). Development and validation of a multidimensional instrument for measuring internal marketing in Chinese higher education. Journal of Enterprise Information Management, 32(3), 413-435.

Salehzadeh, R., Pool, J. K., Tabaeeian, R. A., Amani, M., & Mortazavi, M. (2017). The impact of internal marketing and market orientation on performance: an empirical study in restaurant industry. Measuring Business Excellence, 21(4), 273-290.

SeyedJavadin, S., Rayej, H., Yazdani, H., Estiri, M., & Aghamiri, S. A. (2012). How organizational citizenship behavior mediates between internal marketing and service quality. International Journal of Quality & Reliability Management, 29(5), 512-530.

Sinha, A., Varkkey, B., Saha, S., & Kakkar, S. (2020). Professionalising family firm through internal HR marketing: a case of Ratnamani Metal and Tubes Ltd. Benchmarking: An International Journal, Advanced online publication. https://doi/10.1108/BIJ-03-2020-0102.

Sohail, M. S., & Jang, J. (2017). Understanding the relationships among internal marketing practices, job satisfaction, service quality, and customer satisfaction: An empirical investigation of Saudi Arabia’s service employees. International Journal of Tourism Sciences, 17(2), 67-85.

Thomaidou Pavlidou, C., & Efstathiades, A. (2021). The effects of internal marketing strategies on the organizational culture of secondary public schools. Evaluation and Program Planning, 84(C).

Tinoco, E., and Bárcena, A., (2012). The employment situation in Latin America and the Caribbean: Labour productivity and distribution issues. Retrieved from: https://www.cepal.org/en/publications/37588-employment-situation-latin-america-and-caribbean-labour-productivity.

To, W. M., Martin Jr, E. F., & Billy, T. W. (2015). Effect of management commitment to internal marketing on employee work attitude. International Journal of Hospitality Management, 45, 14-21.

Tsai, Y. (2014). Learning organizations, internal marketing, and organizational commitment in hospitals. BMC health services research, 14(1), 1-8.

Vel, P., Shah, A., Mathur, S., & Pereira, V. (2019). Internal marketing in a higher education context–towards an enriched framework. International Journal of Educational Management, 33(1), 5-27.

Yildiz, S. M., & Kara, A. (2017). A unidimensional instrument for measuring internal marketing concept in the higher education sector. Quality Assurance in Education, 25(3), 343-361. doi:10.1108/QAE-02-2016-0009

Creative Commons License

Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Copyright (c) 2021 IROCAMM - International Review Of Communication And Marketing Mix

Downloads

Não há dados estatísticos.

##plugins.generic.paperbuzz.metrics##

Carregando Métricas ...