Abstract
Purpose – The purpose of this study is to explore how the adoption of an internal marketing (IM) programme in a retail banking setting enhances some positive employee behaviours that promote customer perceived service quality. Design/methodology/approach – A multilevel research design is adopted which draws evidence from branch managers, employees and customers in order to investigate whether branch manager’s adoption of an IM philosophy affects front-line employee responsiveness to the firm’s IM strategies and their levels of motivation, empowerment and organizational identification (OI), respectively. Findings – Results indicate that manager’s IM adoption can enhance employee adoption of IM and raises their levels of motivation, empowerment and OI. The moderating role of manager-employee dissimilarity is also discussed. Finally, findings confirm that employee motivation, empowerment and OI affect customer perceptions of service quality. Originality/value – This study provides an important shift by formally including IM into multilevel marketing research and establishes another link in the IM-organizational performance relationship, uncovering some behavioural routes through which the positive effects of IM can add to the achievement of firm’s external marketing objectives.
Original language | English |
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Pages (from-to) | 394-413 |
Number of pages | 20 |
Journal | Marketing Intelligence and Planning |
Volume | 33 |
Issue number | 3 |
DOIs | |
Publication status | Published - 5 May 2015 |
Bibliographical note
Publisher Copyright:© Emerald Group Publishing Limited.
Keywords
- Hierarhical
- Internal marketing
- Organizational identification
- Retail banking
- Service quality
ASJC Scopus subject areas
- Marketing