Linking internal market orientation and new service performance

Purpose – The purpose of this paper is to present the first empirically tested model showing that internal marketing (IM) is a factor of success in new services development. It attempts to bridge internal market orientation (IMO) – the philosophical background of IM programs – with successful service innovations represented by new service performance (NSP).Design/methodology/approach – To explore the link between IMO and NSP a structural equations model was designed considering service quality and time‐to‐market as mediator variables. Data were gathered from business service firms' senior managers in Spain and Portugal (74 service companies based on a questionnaire).Findings – The results largely support the hypothesized theoretical relationship that organizational effort in the human resources area, supported by the marketing function and implemented through an IMO, is connected with increasing service quality and innovation success.Research limitations/implications – The results of this study are contex...

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