A review of the relationship between internal marketing and customer orientation
The role of internal marketing on customer orientation especially in service industry such as banking cannot be over emphasized. It goes further to substantiate the fact that self-sufficient employees would go extra mile in taking active and pragmatic approach towards contributing to the success and...
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American Scientific Publishers
2017
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my.utm.812482019-07-24T03:40:17Z http://eprints.utm.my/id/eprint/81248/ A review of the relationship between internal marketing and customer orientation Yusuf, G. O. Chin, T. A. Dawei, Z. Xiuli, H. Choon, T. L. HD28 Management. Industrial Management The role of internal marketing on customer orientation especially in service industry such as banking cannot be over emphasized. It goes further to substantiate the fact that self-sufficient employees would go extra mile in taking active and pragmatic approach towards contributing to the success and accomplishment of their employers’ businesses and organizations. Thus, when effective Internal Marketing system is operational, the employees tend to reciprocate by not only giving their best to the organization but also reflect in the ways customers are treated. However, a serious concern to most employers is attracting and retaining employees who can deliver superior value to customers. Being a qualitative and library-based research, the present paper applies the content analysis method to unravel the impact of Internal Marketing on Customer Orientation by surveying the extant literature on the subject. In other words, the paper employs library method to gather information and analyze it by way of comparative and inductive methods. The paper establishes that Internal Marketing impacts positively and significantly on Customer Orientation of banking employees. American Scientific Publishers 2017 Article PeerReviewed Yusuf, G. O. and Chin, T. A. and Dawei, Z. and Xiuli, H. and Choon, T. L. (2017) A review of the relationship between internal marketing and customer orientation. Advanced Science Letters, 23 (9). pp. 9076-9080. ISSN 1936-6612 http://dx.doi.org/10.1166/asl.2017.10026 DOI:10.1166/asl.2017.10026 |
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HD28 Management. Industrial Management Yusuf, G. O. Chin, T. A. Dawei, Z. Xiuli, H. Choon, T. L. A review of the relationship between internal marketing and customer orientation |
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The role of internal marketing on customer orientation especially in service industry such as banking cannot be over emphasized. It goes further to substantiate the fact that self-sufficient employees would go extra mile in taking active and pragmatic approach towards contributing to the success and accomplishment of their employers’ businesses and organizations. Thus, when effective Internal Marketing system is operational, the employees tend to reciprocate by not only giving their best to the organization but also reflect in the ways customers are treated. However, a serious concern to most employers is attracting and retaining employees who can deliver superior value to customers. Being a qualitative and library-based research, the present paper applies the content analysis method to unravel the impact of Internal Marketing on Customer Orientation by surveying the extant literature on the subject. In other words, the paper employs library method to gather information and analyze it by way of comparative and inductive methods. The paper establishes that Internal Marketing impacts positively and significantly on Customer Orientation of banking employees. |
format |
Article |
author |
Yusuf, G. O. Chin, T. A. Dawei, Z. Xiuli, H. Choon, T. L. |
author_facet |
Yusuf, G. O. Chin, T. A. Dawei, Z. Xiuli, H. Choon, T. L. |
author_sort |
Yusuf, G. O. |
title |
A review of the relationship between internal marketing and customer orientation |
title_short |
A review of the relationship between internal marketing and customer orientation |
title_full |
A review of the relationship between internal marketing and customer orientation |
title_fullStr |
A review of the relationship between internal marketing and customer orientation |
title_full_unstemmed |
A review of the relationship between internal marketing and customer orientation |
title_sort |
review of the relationship between internal marketing and customer orientation |
publisher |
American Scientific Publishers |
publishDate |
2017 |
url |
http://eprints.utm.my/id/eprint/81248/ http://dx.doi.org/10.1166/asl.2017.10026 |
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