The impact of internal marketing activities on external marketing outcomes

2001 ◽  
Vol 6 (1) ◽  
pp. 61-76 ◽  
Author(s):  
Harvir S Bansal ◽  
Morris B Mendelson ◽  
Basu Sharma
Keyword(s):  
Internal Marketing ◽  
Marketing Activities ◽  
The Impact

The Impact of Internal Marketing Activities on Customer Service Performance in Healthcare Industry

2017 ◽  
Vol 8 (3) ◽  
pp. 18-30
Author(s):  
Amirhosein Abbasi ◽  
Mohammad Haghighi ◽  
Babak Hazaveh Hesar Maskan ◽  
Mahdi Ashkani ◽  
Ali Mohammadi
Keyword(s):  
Customer Service ◽  
Internal Marketing ◽  
Success Factor ◽  
Healthcare Industry ◽  
Marketing Activities ◽  
Research Findings ◽  
Direct And Indirect Impacts ◽  
Internal Market Orientation ◽  
Indirect Impacts ◽  
The Impact

A look at the situation of competition in healthcare industry indicates that it is very important to provide high quality services in this industry, something which can be regarded as a success factor. Therefore, hospitals are more successful if they pay more attention to internal marketing in order to maintain their customers. Thus, this study is an investigation about the relationship between internal marketing plans and measures based on human resources, employee perception of the internal marketing strategy and employee job performance in healthcare industry. For this purpose, 249 subjects were selected from the personnel and administration department as a sample. To answer the research questions, a questionnaire was then used for data collection. All of the 11 research hypotheses were confirmed. In addition, research variables and their relationships were analyzed and investigated in SPSS 22 and PLS. According to the research findings, internal marketing and internal market orientation plans had both direct and indirect impacts on the customer-oriented behavior.

Strategic orientations and business success

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Product Differentiation ◽  
Design Methodology ◽  
Internal Marketing ◽  
Business Success ◽  
Content Type ◽  
Strategic Orientations ◽  
Marketing Activities ◽  
Pertinent Information ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Strong emphasis on relevant strategic orientations can help firms gain a competitive advantage in sectors like banking where product differentiation is minimal. Employee contribution is vital, so firms should engage in internal marketing activities to increase their organizational commitment and optimize the impact of the strategic approaches used. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

The impact of internal marketing on the perception of service quality in retail banking: A Ghanaian case

2009 ◽  
Vol 13 (4) ◽  
pp. 317-329 ◽  
Author(s):  
Robert Ankomah Opoku ◽  
Nana Atuobi-Yiadom ◽  
Cathryn Serwaah Chong ◽  
Russell Abratt
Keyword(s):  
Service Quality ◽  
Internal Marketing ◽  
Retail Banking ◽  
The Impact

scholarly journals The Impact of Mobile Device Use on Shopper Behaviour in Store: An Empirical Research on Grocery Retailing

2017 ◽  
Vol 10 (4) ◽  
pp. 58 ◽  
Author(s):  
Silvia Bellini ◽  
Simone Aiolfi
Keyword(s):  
Mobile Technology ◽  
Technology Use ◽  
Mobile Channel ◽  
Grocery Retailing ◽  
Impulse Purchases ◽  
Shopper Behavior ◽  
Marketing Activities ◽  
Device Use ◽  
Retail Setting ◽  
The Impact

Over the last decade, retailers and manufacturers alike are increasing their attention to the role of instore mobile technology use with the aim to understand its impact on consumers’ decision making process. The rise of the mobile channel, in fact, has produced disruptive changes in shopping habits designed to gradually reduce the effectiveness of in-store marketing levers in influencing shopping behaviour.This topic is of paramount importance in grocery sector since retailers and manufacturers devote a lot of investments in instore marketing activities with the aim to influence consumers’ decisions and stimulate impulse purchases. Nevertheless, there are few contributions about the influence of the mobile technology in a retail setting and its effects on buying behavior inside the store.Our research intends to explore the impact of in-store mobile technology use on shopper behavior instore in order to understand its effects on planned versus unplanned purchases. According to our preliminary results, consumers using mobile technology instore make less unplanned items and fail to purchase more planned items. Moreover, the use of mobile technology negatively impacts shoppers’ ability to recall in-store stimuli. Our findings are interesting for both retailers and manufacturers who are looking for new ways to better address their marketing efforts and increase consumers’ engagement instore.

scholarly journals THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND INTERNAL SERVICE QUALITY FROM AN INTERNAL MARKETING PERSPECTIVE AND AN APPLICATION IN THE BANKING SECTOR

2016 ◽  
Vol 4 (2) ◽  
pp. 159-178
Author(s):  
Özlen Onurlu ◽  
Suna Karataş
Keyword(s):  
Customer Satisfaction ◽  
Competitive Advantage ◽  
Employee Satisfaction ◽  
Banking Sector ◽  
Internal Marketing ◽  
Competitive Environment ◽  
Long Run ◽  
Marketing Activities ◽  
The Relationship

In a highly competitive environment, the meeting of customer demands and expectations in an effective way is highly crucial for companies that want to have a competitive advantage and to keep on existing in the long run. The main objective of companies is making profit in a sustainable way and this is possible by assuring customer satisfaction. The quality of the services that companies offer their customers is closely related with the performance of the employees. This has made it necessary that marketing activities for employee satisfaction be developed prior to customer satisfaction. Feeling more motivated, workers start working more eagerly as a result of these marketing activities which are called internal marketing. So, companies make their profitability sustainable by means of keeping their customers satisfied and loyal. The aim of this paper is to investigate the relationship between internal marketing activities applied to employees and employee motivations.

scholarly journals IMMERSIVE TECHNOLOGIES AS A TOOL OF INNOVATIVE MARKETING IN THE FIELD OF BUSINESS ORGANIZATION

2021 ◽  
Author(s):  
Valentyna Fostolovych ◽  
Tetiana Botsian
Keyword(s):  
Human Life ◽  
Digital Technologies ◽  
Digital Transformation ◽  
Competitive Advantages ◽  
Marketing Activities ◽  
Marketing Tool ◽  
The Cost ◽  
The Impact ◽  
Immersive Technologies

The permeability of all spheres of both economic activity and human life with digital technologies encourages the search for new marketing ideas necessary for the implementation of the product (goods, works and services).  Today's consumer has become more demanding both to the product itself and to the ways of presenting it.  Immersive technologies are becoming one of the tools that contribute to the formation of competitive advantages, especially the organization of business in the field of entertainment, as one of the areas of additional income in the field of hotel and restaurant services and marketing activities of enterprises.  Digital transformation leads to the search for new initiatives that will be a tool to meet customer needs and a way to reach wider market segments.  The process of digitalization must first be integrated into the economy of the whole state and the enterprise as a whole, and in all processes of production of goods, works and services.  Digital-transformation of domestic enterprises will help to obtain additional competitive advantages both in the domestic market and in the international market.  The formation of competitive advantages is associated not only with the maximum involvement of digital technologies in business.  It is important to choose such technologies that will be most effective in the implementation of a particular type of enterprise, under certain conditions and in a particular environment. The expediency of using immersive technologies as a marketing tool is undeniable.  However, in addition to tools, immersive technologies are important as a means of education, a separate milestone in the field of entertainment, a means of psychological influence and more.  That is, the impact of this tool on the level of competitiveness of the enterprise in the environment of the demanding consumer is manifested: in the form of reducing the cost of attracting the client; active covert promotion through their use; improving the quality of the presented product (goods, works, services); ensuring the elasticity of the enterprise to the needs and requirements of consumers; the transition of the enterprise to an innovative type of development and active digitalization.

scholarly journals Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

scholarly journals “Take a Knee” Protests in Professional Sports: An Empirical Study about the Influence on Customer Loyalty to Nike in Germany

2020 ◽  
Vol 4 (1) ◽  
pp. 92-105
Author(s):  
Carsten Giebe ◽  
Lana Löffler ◽  
Sandra Schneider
Keyword(s):  
San Francisco ◽  
Customer Loyalty ◽  
Relevant Literature ◽  
Professional Sports ◽  
The United States ◽  
American Football ◽  
Literary Sources ◽  
Marketing Activities ◽  
Sporting Goods ◽  
The Impact

The article deals with the research of opportunities and prospects to use “Take a knee” protest in professional sports for Nike marketing purposes in terms of influencing customer loyalty to that brand. The action “Take a knee” became widely known in 2016, when the coloured quarterback of the San Francisco 49ers, Colin Kaepernick, knelt in protest while singing the national anthem of the United States of America before several games to denounce police violence against blacks and coloured people. In 2017 the European community for professional sports firstly supported that action, when Hertha BSC’s Bundesliga team went down on their knees before the kick-off of a Bundesliga game to demonstrate for diversity, tolerance and responsibility. Since Hertha BSC is equipped with the sporting goods of Nike manufacturer, the article suggested and tested the hypothesis that “Take a knee” could have an impact on customer loyalty growth to the Nike brand. The systematization of the relevant literature sources and approaches to study the demand for sports goods indicates the lack of comprehensive research on the analysis regarding the impact of the atypical advertising measures on consumer behaviour. Based on the systematization of literary sources, the article identifies the controversy of marketing activities with people who engage in politics. Furthermore, the article defines the moral role of individual athletes or teams of different sports using the example of American football and football (also known as soccer). The methodological basis of the study was analytical and comparative methods, methods of analysis, synthesis, and logical generalization. The paper presents the results of an empirical analysis based on a survey of potential customers of sporting goods in Germany in early 2020 with a sample size of 135 respondents. The authors substantiate the importance of continuous and systematic work by the advertising companies aimed at attracting famous people who are politically engaged in advertising companies as a guarantee of increasing customer loyalty. The results of the study can be useful for both business and advertising companies in terms of the choice of marketing communication tools between manufacturer and customer. Keywords: advertising, business ethics, competitiveness, customer loyalty, marketing, Nike, sport and politics, Take a Knee.

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