Internal Marketing: A Model for Implementation and Development

Autores/as

DOI:

https://doi.org/10.15665/dem.v17i1.1657

Palabras clave:

internal marketing, customer orientation, internal customer

Resumen

Internal marketing (IM) is increasingly recognized as a tool to institutionalize organizational values, improve employee commitment and enhance customer satisfaction. Its implementation and development have not been sufficiently supported by the literature. A theoretical model would contribute to its conceptual development and facilitate its application in the organization, enabling to achieve strategic objectives such as customer orientation, organizational commitment, and organization performance. This paper proposes a theoretical model for implementing and developing IM in organizations. It identifies the evolution and the different theoretical approaches, such as: (a) the employee as a customer of the organization; (b) IM as a process; and (c) the culture of external customer orientation. The proposed model considers IM as a path for performing the strategic management of human resources through the marketing perspective.

Resumen

El marketing interno (IM) se reconoce cada vez más como una herramienta para institucionalizar los valores de la organización, mejorar el compromiso de los empleados y mejorar la satisfacción del cliente. Su implementación y desarrollo no han sido suficientemente respaldados por la literatura. Un modelo teórico contribuiría a su desarrollo conceptual y facilitaría su aplicación en la organización, permitiéndole alcanzar objetivos estratégicos tales como la orientación al cliente, el compromiso organizacional y el desempeño de la organización. Este artículo propone un modelo teórico para implementar y desarrollar IM en organizaciones. Identifica la evolución y los diferentes enfoques teóricos, tales como: (a) el empleado como cliente de la organización; (b) IM como un proceso; y (c) la cultura de la orientación al cliente externo. El modelo propuesto considera la mensajería instantánea como un camino para realizar la gestión estratégica de los recursos humanos a través de la perspectiva de comercialización.

Resumo

O marketing interno (MI) é cada vez mais reconhecido como uma ferramenta para institucionalizar os valores organizacionais, melhorar o comprometimento dos funcionários e aumentar a satisfação do cliente. Sua implementação e desenvolvimento não foram suportados pela literatura. Um modelo teórico contribuiria para o seu desenvolvimento conceitual e facilitaria sua aplicação na organização, possibilitando atingir objetivos estratégicos como orientação ao cliente, comprometimento organizacional e desempenho organizacional. Este artigo reflexivo propõe um modelo teórico para implementar e desenvolver IM nas organizações. Identifica a evolução e as diferentes abordagens teóricas, tais como: (a) o empregado como cliente da organização; (b) IM como um processo; e (c) a cultura de orientação externa ao cliente. As considerações do modelo proposto IM como caminho para a realização da gestão estratégica de recursos humanos através da perspectiva de marketing.

Citas

Ahmed, P. K., Rafig, M., & Saad, N. M. (2003). Internal marketing and the mediating role of organisational competencies. European Journal of Marketing, 37(9), 1221–1241. Retrieved from http://ceres.emeraldinsight.com/

Ahmed, P. K., & Rafiq, M. (2002). Internal Marketing. Tools and concepts for customer-focused management. Oxford, UK: Routledge.

Ballantyne, D. (2000). The strengths and weaknesses of internal marketing. In Internal Marketing. Routledge. https://doi.org/doi:10.4324/9780203207352.ch3

Bansal, H. S., Mendelson, M. B., & Sharma, B. (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management. Retrieved from http://www.sciencedirect.com/

Barney, J. B., Wright, M., & Ketchen Jr, D. J. (2001). The resource-based view of the firm: Ten years after 1991. Journal of Management. Retrieved from http://www.sciencedirect.com/

Bateson, J. E. G. (1995). Managing Services Marketing: Text and Readings (3rd ed.). Harcourt College Pub.

Berry, L. L. (1981). The employee as Customer. Journal of Retailing Banking, 3(1), 33–40.

Berry, L. L. ., & Parasuraman, A. (1991). Competing through quality. New York, USA: Free Press.

Berry, L. L., Hensel, J. S., & Burke, M. C. (1976). Improving Retailer Capability for Effective Consumerism Response. Journal of Retailing, 52(3).

Berry, L., & Parasuraman, A. (1992). Services marketing starts from within. Marketing Management, 1(1). https://doi.org/doi:10.4324/9780203207352.ch11

Cahill, D. J. (1995). The managerial implications of the learning organization: a new tool for internal marketing. Journal of Services Marketing, 9(4), 43–51. https://doi.org/10.1108/08876049510094513

Caruana, A., & Calleya, P. (1998). The effect of internal marketing on organisational commitment among retail bank managers. International Journal of Bank Marketing. Retrieved from http://www.emeraldinsight.com

Cassundé, F. R. de S. A., Ferreira Cassundé Junior, N., Alencar de Farias, S., & Costa de Mendonça, J. R. (2014). O Que Tem se Falado por aí sobre Marketing Interno?: Um Estudo sobre a Produção Brasileira na Área de Administração. What Has Been Said about Internal Marketing? A Study on the Brazilian Production in the Area of Administration., 11(5), 51–73. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=102370692&lang=pt-br&site=ehost-live

Collins, B., & Payne, A. (1991). Internal marketing: A new perspective for HRM. European Management Journal, 9(3), 261–270. https://doi.org/http://dx.doi.org/10.1016/0263-2373(91)90006-C

Conduit, J., Matanda, M. J., & Mavondo, F. T. (2014). Balancing the act: the implications of jointly pursuing internal customer orientation and external customer orientation. Journal of Marketing Management, 30(13–14), 1320–1352. Retrieved from http://10.0.4.56/0267257X.2014.909513

Conduit, J., & Mavondo, F. T. (2001). How critical is internal customer orientation to market orientation? Journal of Business Research, 51(1), 11–24. https://doi.org/http://doi.org/10.1016/S0148-2963(99)00044-2

De Farias, S. A. (2010). Marketing Interno (MI): uma revisão da literatura e proposições de pesquisa para a excelência nos serviços. Brazilian Business Review (Portuguese Edition), 7(2), 106–122. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=65297035&lang=pt-br&site=ehost-live

Ferdous, A. S., Herington, C., & Merrilees, B. (2013). Developing an integrative model of internal and external marketing. Journal of Strategic Marketing, 21(7), 637–649. Retrieved from http://10.0.4.56/0965254X.2013.817474

Ferdous, A. S., & Polonsky, M. (2014). The impact of frontline employees’ perceptions of internal marketing on employee outcomes. Journal of Strategic Marketing, 22(4), 300–315. Retrieved from http://10.0.4.56/0965254X.2013.876077

Flipo, J. P. (1986). Service Firms: interdependence of external and internal marketing strategies. European Journal of Marketing, 20(8). Retrieved from http://www.epnet.com/

Foreman, S. K., & Money, A. H. (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management, 11(8), 755–768. https://doi.org/10.1080/0267257X.1995.9964388

Gilmore, A. (2000). Managerial interactions of internal marketing. In R. J. Varey & B. R. Lewis (Eds.), Internal marketing: Directions for Management (pp. 75–92). London: Routledge.

Gronroos, C. (1990). Relationship approach to marketing in service contexts: The marketing and organizational behavior interface. Journal of Business Research, 20(1), 3–11. https://doi.org/http://dx.doi.org/10.1016/0148-2963(90)90037-E

Grönroos, C. (1990). Service management and marketing: managing the moment of truth in service. Massachussets: Lexington Books.

Hales, C. (1994). Internal Marketing as an approach to Human Resource Management: a new perspective or a metaphor too far? Human Resource Management Journal, 5(1), 50–71. https://doi.org/10.1111/j.1748-8583.1994.tb00359.x

Kotler, P. (1998). Administração de Marketing (5th ed.). São Paulo: Atlas.

Kotler, P. (2000). Dirección de Marketing. Madrid: Prentice Hall.

Kumar, N., Scheer, L., & Kotler, P. (2000). From market driven to market driving. European Management Journal, 18(2). Retrieved from http://www.sciencedirect.com/

Lee, W.-I., Chen, C.-C., & Lee, C.-C. (2015). The Relationship Between Internal Marketing Orientation, Employee Commitment, Charismatic Leadership and Performance. International Journal of Organizational

Innovation, 8(2), 67–78. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=110553639&lang=pt-br&site=ehost-live

Lings, I. N. (2004). Internal market orientation -Construct and consequences. Journal of Business Research, 57(4), 405–413. Retrieved from http://www.sciencedirect.com/

Lings, I. N., & Brooks, R. F. (1998). Implementing and measuring the effectiveness of internal marketing. Journal of Marketing Management. Retrieved from http://www.epnet.com/

Lings, I. N., & Greenley, G. E. (2005). Measuring Internal Market Orientation. Journal of Service Research, 7(3), 290–305. https://doi.org/10.1177/1094670504271154

Lings, I. N., & Greenley, G. E. (2009). The impact of internal and external market orientations on firm performance. Journal of Strategic Marketing, 17(1), 41–53. Retrieved from http://10.0.4.56/09652540802619251

Lowry, J. R., Borna, S., & Inks, S. A. (2007). Using Intramarketing to Gain Acceptance of Service Offerings Within an Organization. Services Marketing Quarterly, 28(4), 49–63. Retrieved from http://10.0.5.20/J396v28n0404

Matanda, M. J., & Ndubisi, N. O. (2013). Internal marketing, internal branding, and organisational outcomes: The moderating role of perceived goal congruence. Journal of Marketing Management, 29(9–10), 1030–1055. Retrieved from http://10.0.4.56/0267257X.2013.800902

Narteh, B., & Odoom, R. (2015). Does Internal Marketing Influence Employee Loyalty? Evidence From the Ghanaian Banking Industry. Services Marketing Quarterly, 36(2), 112–135. Retrieved from http://10.0.4.56/15332969.2015.1014237

Nickels, W., & Wood, M. B. G. (1999). Marketing: relacionamentos, qualidade e valor. Rio de Janeiro, RJ: LTC.

Oliver, R. L. (2010). Satisfaction: A Behavioral Perspective on the Consumer. London, UK: M.E. Sharpe Inc.

Piercy, N. F. (1995). Customer satisfaction and the internal market: Marketing our customers to our employees. Journal of Marketing Practice: Applied Marketing Science, 1(1), 22–44. https://doi.org/10.1108/EUM0000000003878

Piercy, N., & Morgan, N. (1991). Internal marketing—The missing half of the marketing programme. Long Range Planning, 24(2), 82–93. https://doi.org/http://dx.doi.org/10.1016/0024-6301(91)90083-Z

Pitt, L. R. F., & Foreman, S. K. (1998). Internal Marketing Role in Organizations -A Transaction Cost Perspective. Journal of Business Research, 44(1), 25–36. https://doi.org/http://doi.org/10.1016/S0148-2963(97)00175-6

Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.

Rafig, M., & Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of Services Marketing, 14(6), 449–462. https://doi.org/10.1108/08876040010347589

Rafiq, M., Ahmed, P. K., Rafig, M., & Ahmed, P. K. (1993). The scope of internal marketing: defining the Boundary between marketing and human resource management. Journal of Marketing Management, 9(3), 219–232. https://doi.org/10.1080/0267257X.1993.9964234

Shiu, Y.-M., & Yu, T.-W. (2010). Internal marketing, organisational culture, job satisfaction, and organisational performance in non-life insurance. Service Industries Journal, 30(6), 793–809. Retrieved from http://10.0.4.56/02642060701849840

Tansuhaj, P., Randall, D., & McCullough, J. (1988). A services marketing model: integrating internal and external marketing functions. Journal of Services Marketing, 2(1), 39–49. https://doi.org/10.1108/eb024714

Tortosa-Edo, V., Sanchez-Garcia, J., & Moliner-Tena, M. A. (2010). Internal market orientation and its influence on the satisfaction of contact personnel. Service Industries Journal, 30(8), 1279–1297. Retrieved from http://10.0.4.56/02642060802348312

Varey, R. J. (1995). Internal Marketing: a review and some interdisciplinary research challenges. Internacional Journal of Service Industry Management, 6(1). Retrieved from http://www.epnet.com/

Varey, R. J., & Lewis, B. (1999). A Broadened Conception of Internal Marketing. European Journal of Marketing, 33(9), 937. Retrieved from http://weblinks3.epnet.com

Weber, J. M. (2015). The Development of a Scale For The Measurement of Internal Marketing In Service Firms. Academy of Marketing Studies Journal, 19(2), 145–156. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=111483047&lang=pt-br&site=ehost-live

Wieseke, J., Ahearne, M., Lam, S. K., & Dick, R. van. (2009). The Role of Leaders in Internal Marketing. Journal of Marketing, 73(2), 123–145. Retrieved from http://10.0.5.229/jmkg.73.2.123

Yang, F.-H. F.-H., Huang, C.-H. C.-H., & Wei, C.-Y. C.-Y. (2015). The Relationship Between Internal Marketing, Employee Well-Being, and Customer Service Quality - The Service Industry in Taiwan. International Journal of Organizational Innovation, 8(2), 40–57. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=110553637&lang=pt-br&site=ehost-live

Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering Quality Service: balancing customer perceptions and expectations. New York, USA: Free Press.

Publicado

2018-10-09

Cómo citar

Bohnenberger, M. C., Schmidt, S., Damacena, C., & Batle Lorente, F. J. (2018). Internal Marketing: A Model for Implementation and Development. Dimensión Empresarial, 17(1), 7-22. https://doi.org/10.15665/dem.v17i1.1657

Número

Sección

ARTÍCULOS RESULTADOS DE INVESTIGACIÓN

Artículos similares

También puede {advancedSearchLink} para este artículo.