Internal Marketing and Internal Customer: A Review, Reconceptualization, and Extension. Issue 3 (2nd July 2020)

• Record Type: Journal Article
• Authors: Huang, Yu-Ting
• Is Part Of: Journal of relationship marketing. Volume 19:Issue 3(2020)
• Page Start: 165
• Page End: 181
• Publication Date: 2020-07-02
• Subjects: Human resource management -- internal marketing -- literature review -- analytical framework; Relationship marketing -- Periodicals; Marketing -- Management -- Periodicals; Customer services -- Quality control -- Periodicals; 658.812
• DOI: 10.1080/15332667.2019.1664873
• Languages: English
• ISSNs: 1533-2667

Abstract

Abstract: In the last several decades the internal marketing (IM) concept has emerged as a key notion in marketing and human resource management (HRM) debates on future development. IM refers to the fact that the concept of external marketing to apply inside of an organization. The use of the concept can be traced to wider HR processes, which have influenced on employee, organization, and customer. This conceptual paper reviews the literature within the adapting platform and focuses on qualitative, critical approaches to evaluation. The framework highlights the important influence of context (the issue of the IM program is addressing) and identifies multi-dimensions which may influence on employee. The analytical framework presented is useful for practitioners developing internal marketing processes, and for researchers interested in empirical studies which seek to evaluate IM practice.