A Review of the Relationship Between Internal Marketing and Customer Orientation

Yusuf, Gafar Olanrewaju; Chin, Thoo Ai; Dawei, Zhang; Xiuli, Huang; Choon, Tan Liat

doi:10.1166/asl.2017.10026

Cited by 1 publication

(1 citation statement)

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“…Internal marketing, as a strategic element of organizations, has as main objectives to retain and motivate its internal customers, extending to a larger population that are external customers (Yusuf et al, 2017). The productivity of an employee depends greatly on the level of motivation, when a balance is achieved in these concepts it can be demonstrated both in good production together with an optimal and efficient work environment, in the same way if the employee's motivation is not adequate the result in the production would be affected (Peklar & Boštjančič, 2014).…”

Section: Introductionmentioning

confidence: 99%

Work Motivation and Internal Marketing as Predictors of Satisfaction with Life in Peruvian Workers in the Sales Area

Fernandez,

Turpo-Chaparro,

Huanca-López

et al. 2024

Acad. J. Interdiscip. Stud.

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During the days of the health emergency caused by COVID-19, sales workers faced different challenges as they had to adapt to new work strategies, affecting their perception of life satisfaction. The purpose of this study was to analyze whether work motivation and internal marketing predict life satisfaction in Peruvian workers in the sales area of the Home and Health Educational Service. As a method of study, the predictive cross-sectional study was considered, with the participation of 525 Peruvian workers from the sales area of the Home and Health Educational Service of the Coast, Sierra and jungle between 18 and 50 years of age. For the collection of information, the Internal Marketing Scale, Work Motivation Scale and Life Satisfaction Scale were used as instruments. A correlation and multiple linear regression analysis were performed. In this sense, the results indicate that the findings show that internal marketing, work motivation and life satisfaction are directly and significantly related. Finally, it can be concluded that internal marketing and work motivation predict life satisfaction in Peruvian workers in the sales area of the Home and Health Educational Service. Received: 10 June 2023 / Accepted: 10 December 2023 / Published: 5 January 2024

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Section: Introductionmentioning

confidence: 99%