Internal Marketing Issues in Service Organizations in Malaysia
Internal Marketing Issues in Service Organizations in Malaysia
Norbani Che Ha, Raida Abu Bakar & Syed Izzaddin Syed Jaafar*
Internal marketing is an important concept where firms apply marketing tools to attract and retain the best employees, which will later affect business performance. The study has identified constructs (interfunctional coordination & intergration, customer orientation, marketinglike approach, job satisfaction, empowerment, employee motivation, quality of service, employee development, vision of the organization, strategic reward, internal communication, senior leadership) of internal marketing which are tested against business performance. The study’s implication is to help organizations design its own internal marketing plan by outlining the important elements and to improve the business performance of organizations.
Field of Research : Human Resource Practices, Marketing, Strategic Management
1. Introduction
Internal marketing comes from the basic understanding of marketing. The term internal marketing is defined as viewing employees as internal customers, viewing jobs as internal products that satisfy the needs and wants of these internal customers while addressing the objectives of the firm (Berry, 1981). This study will add to the body of knowledge by showing how internal marketing concept is applied in Malaysia. By illustrating the effect of the concept, it hoped to provide a basis for organizations to design its internal marketing strategies in order for them to obtain the very best out of their main resource, their employees. It will also help managers to realize the importance of having internal marketing competencies which can be essential for Malaysian business organizations to improve its performance. Further, there is not much research being done in the field of internal marketing, specifically in Malaysia. This fact justified why this subject is chosen for the study. Proponents of this concept believed that having a sound
Norbani Che Ha, Raida Abu Bakar & Syed Izzaddin Syed Jaafar*
Internal marketing is an important concept where firms apply marketing tools to attract and retain the best employees, which will later affect business performance. The study has identified constructs (interfunctional coordination & intergration, customer orientation, marketinglike approach, job satisfaction, empowerment, employee motivation, quality of service, employee development, vision of the organization, strategic reward, internal communication, senior leadership) of internal marketing which are tested against business performance. The study’s implication is to help organizations design its own internal marketing plan by outlining the important elements and to improve the business performance of organizations.
Field of Research : Human Resource Practices, Marketing, Strategic Management
1. Introduction
Internal marketing comes from the basic understanding of marketing. The term internal marketing is defined as viewing employees as internal customers, viewing jobs as internal products that satisfy the needs and wants of these internal customers while addressing the objectives of the firm (Berry, 1981). This study will add to the body of knowledge by showing how internal marketing concept is applied in Malaysia. By illustrating the effect of the concept, it hoped to provide a basis for organizations to design its internal marketing strategies in order for them to obtain the very best out of their main resource, their employees. It will also help managers to realize the importance of having internal marketing competencies which can be essential for Malaysian business organizations to improve its performance. Further, there is not much research being done in the field of internal marketing, specifically in Malaysia. This fact justified why this subject is chosen for the study. Proponents of this concept believed that having a sound