The impact of Internal Marketing to Market Orientation concept and their effects to bank performance

Bouranta, Nancy; Mavridoglou, G.; Kyriazopoulos, Panagiotis

doi:10.1007/bf02944318

Cited by 25 publications

(26 citation statements)

References 40 publications

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“…According to Rafiq and Ahmed (2000), IFC is one of the five main criteria of internal marketing; the second is employee motivation and satisfaction, the third is customer orientation and customer satisfaction, the fourth is a marketing-like approach and the fifth is implemen-tation of specific corporate or functional strategies. Bouranta et al (2005) realize the importance of the synthesis of market orientation and internal marketing. They show that internal marketing has a positive influence on market orientation.…”

Section: Literature Reviewmentioning

confidence: 99%

Expertise, Leadership Style and Communication in Interfunctional Coordination

Tomášková¹

2018

Period. Polytech. Soc. Man. Sci.

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The purpose of the paper is to evaluate the effect of expertise, leadership style and communication on coordination by electrical engineering companies. It is unexceptionable that expertise, communication, teamwork and mutual cooperation are fundamental for interfunctional coordination (IFC). A questionnaire in the form of the Likert scale was prepared, it involves information about IFC. The questionnaire was tested for internal consistency and reliability using Cronbach alpha. The complete database of 60 SMEs was analysed by using statistical software package Minitab, version 17. Spearman's rank correlation test was used to answer the hypotheses. The main findings show: (1) A positive correlation among items related to expertise and communications and IFC.

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Section: Literature Reviewmentioning

confidence: 99%

Expertise, Leadership Style and Communication in Interfunctional Coordination

Tomášková¹

2018

Period. Polytech. Soc. Man. Sci.

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“…The inconsistency of these findings indicates that internal marketing relations and organizational performance are still possible for further research. In addition to organizational performance, internal marketing is also predicted to play a role in improving employee work satisfaction in the organization [27]. It is well known that the primary purpose of internal marketing is to ensure that its employees feel that the leaders they work with care about them and their needs.…”

Section: Literature Reviewmentioning

confidence: 99%

Uncovering Job Satisfaction: The Role of Internal Marketing

Artanti¹,

Widyastuti²,

Witjaksono³

2018

Proceedings of the 2nd Social Sciences, Humanities and Education Conference: Establishing Identities Through Language, Culture,

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In service-oriented companies, the function of internal marketing are to attract, retain, and motivate the quality of their employees by continuing to improve their ability to deliver services quality. Internal marketing focuses on effective internal organizational achievements and exchanges between organizations and employees as a prerequisite for successful external exchange. The internal marketing relevance to service operations lies in improving service quality in customer-oriented companies. This study seeks to examine the direct influence of internal marketing and corporate entrepreneurship on job satisfaction with organizational support as a moderator variable in the scope of Small and Medium Enterprises (SME's). The results of data analysis using Moderated Regression Analysis (MRA) on the owners and employees of SME's found that internal marketing and corporate entrepreneurship directly affect job satisfaction and moderated by organizational support Keywords-internal marketing; corporate entrepreneurship; organizational support, job satisfaction I. Internal marketing is a strategy that aims to create highperforming individual values with respect to its indicators of reward systems, internal communications, training and development as well as senior leader support, to encourage larger performance employees and ultimately affect business performance [22]. The symbiotic relationship between an organization and an internal customer aimed at creating individual values that result in increased profitability, customer

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“…According to Bouranta and Mavridoglou (2005), few empirical studies have been conducted regarding internal marketing and they attributed this to the lack of models demonstrating the significance of internal marketing among service firms. More recently, a study showed that Yemeni banks suffer from weaknesses related to internal marketing, resulting from ineffective management in terms of interpersonal and technical skills (Al-Jaradi 2014).…”

Section: Problem Statementmentioning

confidence: 99%

“…According to them, internal http://dx.doi.org/10.15405/epsbs.2016.11.02.19 eISSN: 2357-1330 responsibility of the Organizing Committee of the conference 201 marketing has to be considered more than the implementation for the sake of employees, but rather the development of internal customer relationships. In the banking institutions, the adoption of internal marketing culture was examined by Bouranta and Mavridoglou (2005) in their study aiming to minimize the gap in empirical evidence in literature dedicated to the concept. They distributed survey questionnaires among Greek bank managers after which they found that executive perceptions of Greek banks has primarily adopted the notion of internal marketing, and efforts should continue to develop knowledge of internal marketing concept, and its measures owing to its significance to practitioner and theorist circles.…”

Section: Internal Marketingmentioning

confidence: 99%

Impact of Internal Marketing on Job Satisfaction Among Bank Employees in Yemen

Ismail¹,

Sheriff²

2016

European Proceedings of Social &Amp; Behavioural Sciences

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The main purpose of the current study is to examine the effects of internal marketing on job satisfaction among banks employees in Yemen. The independent variable was internal marketing factor represented by several dimensions namely, development, vision, internal communications, rewards and empowerment adopted from the models of Foreman and Money (1995). The dependent variable was job satisfaction factor, represented by several dimensions namely; pay, promotions, supervision, work and co-workers, adopted from Stanton (2002). The study made use of a survey questionnaire distributed to 407 Yemeni bank employees, after which data was analyzed with the help of descriptive statistics, and exploratory factor analysis. Added to this, the study used the structural equation modeling and the findings confirmed that internal marketing has a significant relationship with job satisfaction. In examining model fit, the value of fit statistics (GFI=.95, CFI=.975 and RMSEA=.068) indicated that the hypothesized model fitted the data. Finally, this study contributed positively in the direction of internal marketing factors and its impact on job satisfaction in the banking sector in Yemen.

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The impact of Internal Marketing to Market Orientation concept and their effects to bank performance

Cited by 25 publications

References 40 publications

Expertise, Leadership Style and Communication in Interfunctional Coordination

Expertise, Leadership Style and Communication in Interfunctional Coordination

Uncovering Job Satisfaction: The Role of Internal Marketing

Impact of Internal Marketing on Job Satisfaction Among Bank Employees in Yemen

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