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Quality perceptions in the financial services sector The potential impact of internal marketing

Quality perceptions in the financial services sector The potential impact of internal marketing Argues that one theme that has emerged consistently in the recent services marketing literature is the importance of frontline employees in service delivery. The internal marketing concept is based on the belief that a firm’s internal market/employees can be motivated to strive for customer‐consciousness, market orientation and sales‐mindedness through the application of accepted external marketing approaches and principles. Considers in this study that these objectives could be achieved by marketing, among others, the service firm’s goals, objectives and values to frontline employees. A causal model was constructed which included organizational commitment (as an intervening variable), frontline employees’ own perceptions of the service quality they deliver, and the service quality their supervisors believe they deliver as endogenous latent variables. The model was empirically evaluated with data from frontline employees in the banking and insurance industries. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Service Industry Management Emerald Publishing

Quality perceptions in the financial services sector The potential impact of internal marketing

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0956-4233
DOI
10.1108/09564239610149939
Publisher site
See Article on Publisher Site

Abstract

Argues that one theme that has emerged consistently in the recent services marketing literature is the importance of frontline employees in service delivery. The internal marketing concept is based on the belief that a firm’s internal market/employees can be motivated to strive for customer‐consciousness, market orientation and sales‐mindedness through the application of accepted external marketing approaches and principles. Considers in this study that these objectives could be achieved by marketing, among others, the service firm’s goals, objectives and values to frontline employees. A causal model was constructed which included organizational commitment (as an intervening variable), frontline employees’ own perceptions of the service quality they deliver, and the service quality their supervisors believe they deliver as endogenous latent variables. The model was empirically evaluated with data from frontline employees in the banking and insurance industries.

Journal

International Journal of Service Industry ManagementEmerald Publishing

Published: Dec 1, 1996

Keywords: Commitment; Employees; Financial services; Internal marketing; Quality

References