Academic journal article Asian Social Science

Mediating Role of Personality Factors in the Relationship between Internal Marketing and Customer Orientation: A Review

Academic journal article Asian Social Science

Mediating Role of Personality Factors in the Relationship between Internal Marketing and Customer Orientation: A Review

Article excerpt

Abstract

Internal marketing remains an important business strategy that contributes meaningfully to the welfare of the banks' employees who play the role of internal customers in their organizations thereby enhancing organizational commitment. To improve productivity and stand the taste of time, bank management should avail themselves of the opportunities offered by internal marketing. Therefore, this paper attempts to review the relationship between internal marketing and customer orientation on one hand and between internal marketing and organizational commitment on the other. The paper employs the library method to collect information and thereby subject this information to analysis by adopting comparative, deductive and inductive methods. It was establishes that internal marketing has significant effect on organizational commitment and customer orientation. Equally, internal marketing is found to be positively related with each of the personality factors as exhibited by the employees in the discharge of their responsibilities except internal communication which shows a no positive relationship. It was concluded that internal marketing is a mechanism that can be adopted by organizations especially bank management in their core operations and values in order to achieve their set objectives.

Keywords: internal marketing, customer orientation, organizational commitment, personality factors, bank management

1. Introduction

Internal Marketing has continued to generate attention in both academic and professional realms. It is evident that few researches have been done and their findings are found in the literature. Some writers have tried to examine impact of internal marketing on customer orientation (Gounaris, 2008; Awwad & Agti, 2012; Shahsavani, Dolatabadi, & Ranjbarian, 2012; Oyeniyi, 2013) while others have focused their attentions on the impacts of internl marketing on organizational commitment (Gilaninia, Taleghani & Baghrabad, 2013; Shekary, Moghadam, Adaryany, & Moghadam, 2012; Narteh, 2012). Meanwhile most of the previous studies have been concentrated on the relationship between internal marketing and organizational commitment on one hand and the relationship between internal marketing and organizational commitment with job satisfaction as mediating factors. Only few studies have been concentrated on the relationship between internal marketing and customer orientation; the role of personality factors as a mediating variable.

2. Internal Marketing

There is no consensus of opinions of scholars on the acceptable definitions of internal marketing. One of such definitions was the one given by Taylor and Cosenza (1997). Taylor and Cosenza (1997) defined internal marketing as a strategy by which the philosophy and principles of marketing are applied to people whose task is to serve the external customers. In the view of Quester, Kelly and Amanda (1999), internal marketing is perceived a part of critical interface between marketing and human resource management that is principally believed to be very critical with respect to service industries. Given the above definitions, two fundamental elements are emphasised. These are marketing and personnel; this thus means with respect to the definition of marketing, personnel; and marketing itself are intertwined.

Internal marketing is particularly geared towards perceiving the employees of an organization as internal customers thereby contributing meaningfully to their welfare in all ramifications. Several practices of the internal market are found in the extant literature. Quester and Kelly (1995) identified the practices of internal marketing as communication, training, education and information. Foreman and Money (1999) in their studies held that the components of internal marketing are rewards, development and vision. However, Nartel (2012) identified the components of internal marketing to be training and development; reward and communication; internal communication and empowerment. …

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