The Impact of Internal Marketing on Internal Service Quality: A Case Study in a Jordanian Pharmaceutical Company

The purpose of this research is to examine the impact of Internal Marketing (IM) on the Perceived Internal Service Quality (ISQ). Data was collected from 225 employees working in a Jordanian Pharmaceutical company. Our results indicated that that there is a positive relationship between Internal Marketing dimensions and perceived Internal Service Quality in varying magnitude. Further, our investigation showed that the dominant dimension of IM was found to be Recruitment with the stronger impact on all perceived internal service. Service providers are recommended to apply IM strategy in order to enhance perceived ISQ foster better external service quality.

[1]  Lester W. Johnson,et al.  Internal relationships: Linking practitioner literature and relationship marketing theory , 2006 .

[2]  J. Reynoso,et al.  Towards the measurement of internal service quality , 1995 .

[3]  Pervaiz K. Ahmed,et al.  Advances in the internal marketing concept: definition, synthesis and extension , 2000 .

[4]  Sita Mishra,et al.  Internal Marketing- A Tool to Harness Employees' Power in Service Organizations in India , 2009 .

[5]  C. Grönroos.  From Marketing Mix to Relationship Marketing , 2012 .

[6]  Richard P. Bagozzi,et al.  Principles of marketing management , 1986 .

[7]  Scott P. Schaffer,et al.  Learning system design considerations in creating an online learning environment , 2001 .

[8]  J. E. Swan,et al.  SERVQUAL revisited: a critical review of service quality , 1996 .

[9]  George G. Panigyrakis,et al.  Internal marketing impact on business performance in a retail context , 2009 .

[10]  T. Proctor,et al.  Change management: the role of internal communication and employee development , 2003 .

[11]  R. Abratt,et al.  The impact of internal marketing on the perception of service quality in retail banking: A Ghanaian case , 2009 .

[12]  Michael Doyle,et al.  Facilitator's Guide to Participatory Decision-Making , 1998 .

[13]  M. Roberts-Lombard.  Employees as customers - An internal marketing study of the Avis car rental group in South Africa , 2010 .

[14]  R. Burke,et al.  CHARACTERISTICS OF EFFECTIVE EMPLOYEE PERFORMANCE REVIEW AND DEVELOPMENT INTERVIEWS , 1969 .

[15]  David A. DeCenzo,et al.  Fundamentals of Human Resource Management , 1993 .

[16]  David P. Lepak,et al.  Do they see eye to eye? Management and employee perspectives of high-performance work systems and influence processes on service quality. , 2009, The Journal of applied psychology.

[17]  Eberhard E. Scheuing,et al.  Profitable service marketing , 1986 .

[18]  Martin Christopher,et al.  Improving the quality of services marketing: Service (Re) design is the critical link , 1995 .

[19]  Geoffrey Randall.  Principles of Marketing , 1993 .

[20]  Yafang Tsai,et al.  How to improve service quality: Internal marketing as a determining factor , 2008 .

[21]  Kostas Alexandris,et al.  Measurement of internal service quality: application of the SERVQUAL battery to internal service quality , 2002 .

[22]  Sanjay K. Jain,et al.  Measuring Service Quality: Servqual vs. Servperf Scales , 2004 .