An empirical investigation of the impact of commitment and trust on internal marketing

Article

Ng, Eric, Fang, Wei-Ta and Lien, Ching-Yu. 2016. "An empirical investigation of the impact of commitment and trust on internal marketing." Journal of Relationship Marketing. 15 (1-2), pp. 35-53. https://doi.org/10.1080/15332667.2016.1158046
Article Title

An empirical investigation of the impact of commitment and trust on internal marketing

ERA Journal ID19835
Article CategoryArticle
AuthorsNg, Eric (Author), Fang, Wei-Ta (Author) and Lien, Ching-Yu (Author)
Journal TitleJournal of Relationship Marketing
Journal Citation15 (1-2), pp. 35-53
Number of Pages19
Year2016
Place of PublicationUnited States
ISSN1533-2667
1533-2675
Digital Object Identifier (DOI)https://doi.org/10.1080/15332667.2016.1158046
Web Address (URL)http://www.tandfonline.com/doi/abs/10.1080/15332667.2016.1158046?tab=permissions
Abstract

This article seeks to explore the impact of commitment and trust on internal marketing effectiveness within the hospital industry. The study was exploratory in nature and was conducted using the case study methodology. It involved 10 cases in the hospital industry, and a total of 20 interviews were conducted. Results revealed that both commitment and trust played a moderating role in five of the key tasks (i.e., training, motivation, company vision/goals, co-optation, and communication) of effective internal marketing.

Keywordscommitment; internal marketing; relationship marketing; service quality; services marketing; trust
ANZSRC Field of Research 2020350699. Marketing not elsewhere classified
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Management and Enterprise
National Taiwan Normal University, Taiwan
Sanming University, China
Institution of OriginUniversity of Southern Queensland
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