An Exploratory Study of the Application of Internal Marketing in Professional Service Organizations

Article


Snell, Lan and White, Lesley. 2009. "An Exploratory Study of the Application of Internal Marketing in Professional Service Organizations." Services Marketing Quarterly. 30 (3), pp. 195-211. https://doi.org/10.1080/15332960902993460
Article Title

An Exploratory Study of the Application of Internal Marketing in Professional Service Organizations

ERA Journal ID19863
Article CategoryArticle
AuthorsSnell, Lan (Author) and White, Lesley (Author)
Journal TitleServices Marketing Quarterly
Journal Citation30 (3), pp. 195-211
Number of Pages17
Year2009
Place of PublicationUnited States
ISSN1533-2969
1533-2977
Digital Object Identifier (DOI)https://doi.org/10.1080/15332960902993460
Web Address (URL)https://www.tandfonline.com/doi/full/10.1080/15332960902993460
Abstract

The proposition that organizations depend on employees to deliver quality services to compete and grow has been widely recognized in the services marketing literature (Gronroos, 1990; Boshoff Tait, 1996; Zeithaml, Berry, Parasuraman, 1996). Internal marketing (IM) refers to the way in which an organization motivates and educates its employees to behave in a customer-conscious or market-oriented manner through the application of marketing-like processes. IM is believed to contribute towards achieving organizational goals (Gilmore, 2003). The aim of the research was to conduct an exploratory investigation into the application of IM within the professional services industry. The research was conducted using multiple cases with seven organisations representing management consulting, accounting, law, and financial services. Nineteen in-depth interviews were conducted with eight internal users (client-facing personnel) and 11 enabling (marketing and human resources) practitioners. The findings indicate that IM is practised, albeit with varying degrees of sophistication, in order to execute wide ranging projects related to marketing and human resources (HR). This exploratory study provides some empirical evidence that suggests management needs to provide some overall guidelines on how the organisation perceives IM, why it is important to achieving the firm's goals, and who should be involved in implementing it. Possible directions of future research could include longitudinal studies that examine IM's application across different industries, exploration of particular variables that impact IM's application, and examination of client perspectives. This study contributes to the understanding of what IM is and how and why it is practiced within professional services.

KeywordsFinancial services; Internal marketing; Professional services
ANZSRC Field of Research 2020350611. Service marketing
Byline AffiliationsUniversity of Sydney
Institution of OriginUniversity of Southern Queensland
Permalink -

https://research.usq.edu.au/item/q6v5q/an-exploratory-study-of-the-application-of-internal-marketing-in-professional-service-organizations

  • 59
    total views
  • 2
    total downloads
  • 2
    views this month
  • 0
    downloads this month

Export as

Related outputs

Exploring Tenets of Data Democratization
Samarasinghe, Sasari, Lokuge, Sachithra and Snell, Lan. 2022. "Exploring Tenets of Data Democratization." 26th Pacific Asia Conference on Information Systems (PACIS 2022). Taipei, Taiwan 05 - 09 Jul 2022
A Sociocognitive Approach to Service Quality and Adherence Amongst Elderly Patients: A Pilot Study
Snell, Lan and White, Lesley. 2011. "A Sociocognitive Approach to Service Quality and Adherence Amongst Elderly Patients: A Pilot Study." Health Marketing Quarterly. 28 (2), pp. 99-115. https://doi.org/10.1080/07359683.2011.545332
An Exploratory Study of the Role of Emotional Intelligence and Self-Efficacy on Service Quality and Adherence in a Weight Loss Setting
Snell, Lan and White, Lesley. 2011. "An Exploratory Study of the Role of Emotional Intelligence and Self-Efficacy on Service Quality and Adherence in a Weight Loss Setting." Services Marketing Quarterly. 32 (3), pp. 228-246. https://doi.org/10.1080/15332969.2011.581973
Achieving growth-quality of work life ambidexterity in small firms
Snell, Lan, Sok, Phyra and Danaher, Tracey S.. 2015. "Achieving growth-quality of work life ambidexterity in small firms." Journal of Service Theory and Practice. 25 (5), pp. 529-550. https://doi.org/10.1108/JSTP-04-2014-0064
Linking entrepreneurial orientation and small service firm performance through marketing resources and marketing capability: A moderated mediation model
Sok, Phyra, Snell, Lan, Lee, Wai Jin (Thomas) and Sok, Keo Mony. 2017. "Linking entrepreneurial orientation and small service firm performance through marketing resources and marketing capability: A moderated mediation model." Journal of Service Theory and Practice. 27 (1), pp. 231-249. https://doi.org/10.1108/JSTP-01-2016-0001
Does transformational leadership always matter in frontline service roles?
Sok, Keo Mony, Sok, Phyra, Snell, Lan and Qiu, Pingping. 2018. "Does transformational leadership always matter in frontline service roles?" Journal of Service Theory and Practice. 28 (6), pp. 733-751. https://doi.org/10.1108/JSTP-03-2018-0053
The contribution of the composite of clinical process indicators as a measure of hospital performance in the management of acute coronary syndromes—insights from the CONCORDANCE registry
Aliprandi-Costa, Bernadette, Sockler, James, Kritharides, Leonard, Morgan, Lucy, Snell, Lan-Chi, Gullick, Janice, Brieger, David and Ranasinghe, Isuru. 2016. "The contribution of the composite of clinical process indicators as a measure of hospital performance in the management of acute coronary syndromes—insights from the CONCORDANCE registry." European Heart Journal Quality of Care and Clinical Outcomes. 3 (1), pp. 37-46. https://doi.org/10.1093/ehjqcco/qcw023
ST-Elevation Acute Myocardial Infarction in Australia—Temporal Trends in Patient Management and Outcomes 1999–2016
Aliprandi-Costa, Bernadette, Morgan, Lucy, Snell, Lan Chi, Souza, Mario D., Kritharides, Leonard, French, John, Brieger, David and Ranasinghe, Isuru. 2019. "ST-Elevation Acute Myocardial Infarction in Australia—Temporal Trends in Patient Management and Outcomes 1999–2016." Heart Lung and Circulation. 28 (7), pp. 1000-1008. https://doi.org/10.1016/j.hlc.2018.05.191
A socio-cognitive approach to customer adherence in health care
Snell, Lan, White, Lesley and Dagger, Tracey. 2014. "A socio-cognitive approach to customer adherence in health care." European Journal of Marketing. 48 (3-4), pp. 496-521. https://doi.org/10.1108/EJM-05-2012-0290
The curvilinear effect of professional faultlines on team innovation: The pivotal role of professional identity threat
Mitchell, Rebecca, Boyle, Brendan and Snell, Lanchi. 2021. "The curvilinear effect of professional faultlines on team innovation: The pivotal role of professional identity threat." Applied Psychology: an international review. 71 (1), pp. 1-16. https://doi.org/10.1111/apps.12322