Extending understanding of the internal marketing practice and employee satisfaction relationship: A budget Chinese airline empirical examination

Abstract

Enhanced internal marketing (IM) practice may deliver a competitive advantage for budget airline operators through increased employee satisfaction. This study examines the relationship between IM practice and employee satisfaction in a budget airline setting. A survey was administered to 252 flight attendants to investigate and analyse their perceptions of IM practice and current satisfaction with their employer. Data were analysed via structural equation modelling. The results indicate that IM practice impacted significantly on an employee's satisfaction with the budget airline. The findings suggest IM practice can be used by budget airline managers to deliver increased employee satisfaction, which in turn will enhance competitive advantage. Limitations and future research directions are outlined.

The Impact of Internal Marketing on Service Quality, Perceived Value, Consumer Satisfaction and Loyalty in the Service Sector

“…The concept of internal marketing originated in the 1970s [4]. Since then, the concept has become more and more important in research and is increasingly adopted and exploited within companies.…”

“…Since then, the concept has become more and more important in research and is increasingly adopted and exploited within companies. From an internal marketing perspective, organizations need to view their employees as internal consumers [4]. According to this principle, internal marketing is more important than conventional external marketing [5].…”

“…In this sense, internal marketing can be used to change employees' attitudes and behaviours. In addition, it can improve organizational commitment, task participation, motivation, and job satisfaction of employees [4].…”

Applying Grey Relational Analysis to Evaluate Internal Marketing Practice: A Cross-Cultural Case Study in Taiwan and Mainland China Hotels

“…Old views of internal marketing need to be expanded to encompass a far broader range of internal marketing states and qualities to benefit both employees and marketing managers. External relationships can useful as internal relationships work well, and internal marketing contributes to success in external markets (Ballantyne, 2000;Gronroos, 2000;Huang, Rundle-Thiele, & Chen, 2018). Therefore, following that, the employee needs are the priority before those of the customer.…”

A Importância Das Práticas De Marketing Interno Para O Sucesso Organizacional

“…No entanto, apesar de, nos anos de 1990, o tema ter ganhado destaque (BOHNEN-BERGER; SCHMIDT; DAMACENA, 2019) e de se verificar uma maior preocupação com esse assunto, por parte dos acadêmicos e dos gestores, continua a haver uma falha na definição e implementação do conceito (MBEN-GO;CHINAKIDZWA, 2014), muito derivado da inexistência de uma definição unificada (PARK; TRAN, 2018) e de a maioria das definições serem conceituais (HUANG; RUN-DLE-THIELE;CHEN, 2018). Consequentemente, torna-se difícil compreender o que é que os marketeers, efetivamente, podem fazer (HUANG; RUNDLE-THIELE; CHEN, 2018) e como é que esse conceito decorre na prática (AHMED; SAAD, 2003).…”