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THE EFFECTS OF INTERNAL MARKETING ACTIVITIES ON THE SATISFACTION AND PERFORMANCE OF SALESPEOPLE

Year 2018, Volume: 7 Issue: 3, 309 - 318, 30.09.2018

Abstract

Purpose- This study
firstly aims to explore the organization of business’s implementation of
internal marketing activities toward their sales-force and the determinants of
job satisfaction of sales personnel. Secondly, it aims to investigate the
relationship among internal marketing activities, job satisfaction, and
perceived performance of the sales team.



Methodology- A
face-to-face questionnaire was given to 158 sales personnel employed in malls.
The collected data was examined by confirmatory factor analysis and path
analysis.



Findings- It is
understood that enterprises in the retail sector have done internal marketing
activities such as education, communication, internal market research, and
incentives. It is seen that the satisfaction of the employees is related to job
qualification, colleagues, corporate image, and financial situation. In the
second part of the research, it is understood that the satisfaction level of
employees affects their performance. Finally, the study displays that there is
a positive relationship between internal marketing activities and employees’
performance



Conclusion- This study shows that internal marketing activities
have both direct and indirect effects on the performance of employees.

References

  • Ahmed, P. K., Rafiq, M. (1995). The role of internal marketing in the implementation of marketing strategies. Journal of Marketing Practice: Applied Marketing Science, 1(4), 32-51.
  • Alghamdi, A. A. (2016). The impact of the service quality as a mediating variable on the relationship between internal marketing policies and internal customer satisfaction: an empirical study at Taif University. Journal of Marketing Management, 4(1), 104-124.
  • Bailey, A. A., Albassami, F., Al-Meshal, S. (2016). The roles of employee job satisfaction and organizational commitment in the internal marketing-employee bank identification relationship. International Journal of Bank Marketing, 34(6), 821-840.
  • Bell, S. J., Mengüç, B., Stefani, S. L. (2004). When customers disappoint: a model of relational internal marketing and customer complaints. Journal of the Acadethe of marketing science, 32(2), 112-126.
  • Bernhardt, K. L., Donthu, N., Kennett, P. A. (2000). A longitudinal analysis of satisfaction and profitability. Journal of business research, 47(2), 161-171.
  • Berry, L. L., Hensel, J. S., Burke, M. C. (1976). Improving retailer capability for effective consumerism response. Journal of retailing, 52(3), 3-14.
  • Caruana, A., Calleya, P. (1998). The effect of internal marketing on organisational commitment among retail bank managers. International Journal of bank marketing, 16(3), 108-116.
  • Collins, B., Payne, A. (1991). Internal marketing: a new perspective for HRM. European Management Journal, 9(3), 261-270.
  • Ewing, M. T., Caruana, A. (1999). An internal marketing approach to public sector management: the marketing and human resources interface. International Journal of Public Sector Management, 12(1), 17-29.
  • Fortenberry Jr, J. L., McGoldrick, P. J. (2016). Internal marketing: a pathway for healthcare facilities to improve the patient experience. International Journal of Healthcare Management, 9(1), 28-33.
  • Greene, W. E., Walls, G. D., Schrest, L. J. (1994). Internal marketing: the key to external marketing success. Journal of Services marketing, 8(4), 5-13.
  • Gummesson, E. (1987). Using internal marketing to develop a new culture—the case of Ericsson quality. Journal of Business ve Industrial Marketing, 2(3), 23-28.
  • Hales, C. (1994). ‘Internal Marketing’as an approach to human resource management: a new perspective or a metaphor too far?. Human Resource Management Journal, 5(1), 50-71.
  • Hemsley-Brown, J., Goonawardana, S. (2007). Brand harmonization in the international higher education market. Journal of business Research, 60(9), 942-948.
  • Huang, Y. T., Rundle-Thiele, S. (2014). The moderating effect of cultural congruence on the internal marketing practice and employee satisfaction relationship: an empirical examination of Australian and Taiwanese born tourism employees. Tourism Management, 42, 196-206.
  • Hurley, A. E., Scandura, T. A., Schriesheim, C. A., Brannick, M. T., Seers, A., Vandenberg, R. J., Williams, L. J. (1997). Exploratory and confirmatory factor analysis: guidelines, issues, and alternatives. Journal of organizational behavior, 667-683.
  • İslamoğlu, A. H., Altunışık, R. (2009). Satış ve satış yönetimi (Gözden geçirilmiş 2. Baskı). Adapazarı: Sakarya Yayıncılık.
  • Joseph, W. B. (1996). Internal marketing builds service quality. Marketing Health Services, 16(1), 54-59.
  • Karafakıoğlu, M. (2006). Örnek olaylarla satış yönetimi (4. Basım). İstanbul: Literatür Yayınları.
  • Kotler, P., Keller K. L. (2006). Marketing management (12th Edition). New Jersey: Pearson Prentice Hall.
  • Lee, S. M., Lee, D., Kang, C. Y. (2012). The impact of high-performance work systems in the health-care industry: employee reactions, service quality, customer satisfaction, and customer loyalty. The Service Industries Journal, 32(1), 17-36.
  • Men, L. R. (2014). Strategic internal communication: transformational leadership, communication channels, and employee satisfaction. Management Communication Quarterly, 28(2), 264-284.
  • Money, A. H., Foreman, S. (1996). The measurement of internal marketing: a confirmatory case study. Journal of Marketing Management, 11(8), 755-766.
  • Navimipour, N. J., Zareie, B. (2015). A model for assessing the impact of e-learning systems on employees’ satisfaction. Computers in Human Behavior, 53, 475-485.
  • Nyasha, M., Vision, T., Faith, M. R. (2015). Impact of internal marketing on organisational performance. International Journal of Innovative Research and Development, 4(5), 333-340.
  • Panigyrakis, G. G., Theodoridis, P. K. (2009). Internal marketing impact on business performance in a retail context. International Journal of Retail ve Distribution Management, 37(7), 600-628.
  • Paraskevas, A. (2001). Exploring hotel internal service chains: a theoretical approach. International Journal of Contemporary Hospitality Management, 13(5), 251-258.
  • Paraskevas, A. (2001). Internal service encounters in hotels: an empirical study. International Journal of Contemporary Hospitality Management, 13(6), 285-292.
  • Parasuraman, A., Zeithaml, V. A.,, Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50.
  • Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1988). Servqual: a multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
  • Peltier, J. W., Pointer, L., Schibrowsky, J. A. (2008). Internal marketing and the antecedents of nurse satisfaction and loyalty. Health marketing quarterly, 23(4), 75-108.
  • Piercy, N. F. (1995). Customer satisfaction and the internal market: marketing our customers to our employees. Journal of Marketing practice: Applied marketing science, 1(1), 22-44.
  • Piercy, N., Morgan, N. (1991). Internal marketing—the missing half of the marketing programme. Long range planning, 24(2), 82-93.
  • Rafiq, M., Ahmed, P. K. (1993). The scope of internal marketing: defining the boundary between marketing and human resource management. Journal of Marketing Management, 9(3), 219-232.
  • Thomson, K., Hecker, L. (2001). Value-adding communication: innovation in employee communication and internal marketing. Journal of Communication Management, 5(1), 48-58.
  • Tseng, S. M. (2009). A study on customer, supplier, and competitor knowledge using the knowledge chain model. International Journal of Information Management, 29(6), 488-496.
  • Varey, R. J. (1995). A model of internal marketing for building and sustaining a competitive service advantage. Journal of Marketing Management, 11(1-3), 41-54.
  • Yapraklı, Ş., Özer, S. (2001). Çağdaş pazarlamada yeni bir yaklaşim: içsel pazarlama. Pazarlama Dünyası Dergisi, (6), 58-62.
  • Yazıcıoğlu, İ. (2010). Örgütlerde iş tatmini ve iş gören performansı ilişkisi: Türkiye ve Kazakistan karşılaştırması. Bilig, 55(1), 243-264.
  • Yükselen, C. (2010). Satış yönetimi (3. Baskı), Ankara: Detay Yayıncılık.
Year 2018, Volume: 7 Issue: 3, 309 - 318, 30.09.2018

Abstract

References

  • Ahmed, P. K., Rafiq, M. (1995). The role of internal marketing in the implementation of marketing strategies. Journal of Marketing Practice: Applied Marketing Science, 1(4), 32-51.
  • Alghamdi, A. A. (2016). The impact of the service quality as a mediating variable on the relationship between internal marketing policies and internal customer satisfaction: an empirical study at Taif University. Journal of Marketing Management, 4(1), 104-124.
  • Bailey, A. A., Albassami, F., Al-Meshal, S. (2016). The roles of employee job satisfaction and organizational commitment in the internal marketing-employee bank identification relationship. International Journal of Bank Marketing, 34(6), 821-840.
  • Bell, S. J., Mengüç, B., Stefani, S. L. (2004). When customers disappoint: a model of relational internal marketing and customer complaints. Journal of the Acadethe of marketing science, 32(2), 112-126.
  • Bernhardt, K. L., Donthu, N., Kennett, P. A. (2000). A longitudinal analysis of satisfaction and profitability. Journal of business research, 47(2), 161-171.
  • Berry, L. L., Hensel, J. S., Burke, M. C. (1976). Improving retailer capability for effective consumerism response. Journal of retailing, 52(3), 3-14.
  • Caruana, A., Calleya, P. (1998). The effect of internal marketing on organisational commitment among retail bank managers. International Journal of bank marketing, 16(3), 108-116.
  • Collins, B., Payne, A. (1991). Internal marketing: a new perspective for HRM. European Management Journal, 9(3), 261-270.
  • Ewing, M. T., Caruana, A. (1999). An internal marketing approach to public sector management: the marketing and human resources interface. International Journal of Public Sector Management, 12(1), 17-29.
  • Fortenberry Jr, J. L., McGoldrick, P. J. (2016). Internal marketing: a pathway for healthcare facilities to improve the patient experience. International Journal of Healthcare Management, 9(1), 28-33.
  • Greene, W. E., Walls, G. D., Schrest, L. J. (1994). Internal marketing: the key to external marketing success. Journal of Services marketing, 8(4), 5-13.
  • Gummesson, E. (1987). Using internal marketing to develop a new culture—the case of Ericsson quality. Journal of Business ve Industrial Marketing, 2(3), 23-28.
  • Hales, C. (1994). ‘Internal Marketing’as an approach to human resource management: a new perspective or a metaphor too far?. Human Resource Management Journal, 5(1), 50-71.
  • Hemsley-Brown, J., Goonawardana, S. (2007). Brand harmonization in the international higher education market. Journal of business Research, 60(9), 942-948.
  • Huang, Y. T., Rundle-Thiele, S. (2014). The moderating effect of cultural congruence on the internal marketing practice and employee satisfaction relationship: an empirical examination of Australian and Taiwanese born tourism employees. Tourism Management, 42, 196-206.
  • Hurley, A. E., Scandura, T. A., Schriesheim, C. A., Brannick, M. T., Seers, A., Vandenberg, R. J., Williams, L. J. (1997). Exploratory and confirmatory factor analysis: guidelines, issues, and alternatives. Journal of organizational behavior, 667-683.
  • İslamoğlu, A. H., Altunışık, R. (2009). Satış ve satış yönetimi (Gözden geçirilmiş 2. Baskı). Adapazarı: Sakarya Yayıncılık.
  • Joseph, W. B. (1996). Internal marketing builds service quality. Marketing Health Services, 16(1), 54-59.
  • Karafakıoğlu, M. (2006). Örnek olaylarla satış yönetimi (4. Basım). İstanbul: Literatür Yayınları.
  • Kotler, P., Keller K. L. (2006). Marketing management (12th Edition). New Jersey: Pearson Prentice Hall.
  • Lee, S. M., Lee, D., Kang, C. Y. (2012). The impact of high-performance work systems in the health-care industry: employee reactions, service quality, customer satisfaction, and customer loyalty. The Service Industries Journal, 32(1), 17-36.
  • Men, L. R. (2014). Strategic internal communication: transformational leadership, communication channels, and employee satisfaction. Management Communication Quarterly, 28(2), 264-284.
  • Money, A. H., Foreman, S. (1996). The measurement of internal marketing: a confirmatory case study. Journal of Marketing Management, 11(8), 755-766.
  • Navimipour, N. J., Zareie, B. (2015). A model for assessing the impact of e-learning systems on employees’ satisfaction. Computers in Human Behavior, 53, 475-485.
  • Nyasha, M., Vision, T., Faith, M. R. (2015). Impact of internal marketing on organisational performance. International Journal of Innovative Research and Development, 4(5), 333-340.
  • Panigyrakis, G. G., Theodoridis, P. K. (2009). Internal marketing impact on business performance in a retail context. International Journal of Retail ve Distribution Management, 37(7), 600-628.
  • Paraskevas, A. (2001). Exploring hotel internal service chains: a theoretical approach. International Journal of Contemporary Hospitality Management, 13(5), 251-258.
  • Paraskevas, A. (2001). Internal service encounters in hotels: an empirical study. International Journal of Contemporary Hospitality Management, 13(6), 285-292.
  • Parasuraman, A., Zeithaml, V. A.,, Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 41-50.
  • Parasuraman, A., Zeithaml, V. A., Berry, L. L. (1988). Servqual: a multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12.
  • Peltier, J. W., Pointer, L., Schibrowsky, J. A. (2008). Internal marketing and the antecedents of nurse satisfaction and loyalty. Health marketing quarterly, 23(4), 75-108.
  • Piercy, N. F. (1995). Customer satisfaction and the internal market: marketing our customers to our employees. Journal of Marketing practice: Applied marketing science, 1(1), 22-44.
  • Piercy, N., Morgan, N. (1991). Internal marketing—the missing half of the marketing programme. Long range planning, 24(2), 82-93.
  • Rafiq, M., Ahmed, P. K. (1993). The scope of internal marketing: defining the boundary between marketing and human resource management. Journal of Marketing Management, 9(3), 219-232.
  • Thomson, K., Hecker, L. (2001). Value-adding communication: innovation in employee communication and internal marketing. Journal of Communication Management, 5(1), 48-58.
  • Tseng, S. M. (2009). A study on customer, supplier, and competitor knowledge using the knowledge chain model. International Journal of Information Management, 29(6), 488-496.
  • Varey, R. J. (1995). A model of internal marketing for building and sustaining a competitive service advantage. Journal of Marketing Management, 11(1-3), 41-54.
  • Yapraklı, Ş., Özer, S. (2001). Çağdaş pazarlamada yeni bir yaklaşim: içsel pazarlama. Pazarlama Dünyası Dergisi, (6), 58-62.
  • Yazıcıoğlu, İ. (2010). Örgütlerde iş tatmini ve iş gören performansı ilişkisi: Türkiye ve Kazakistan karşılaştırması. Bilig, 55(1), 243-264.
  • Yükselen, C. (2010). Satış yönetimi (3. Baskı), Ankara: Detay Yayıncılık.
There are 40 citations in total.

Details

Primary Language English
Journal Section Articles
Authors

H. Nur Basyazicioglu 0000-0001-5076-6870

M. Sukru Akdogan 0000-0001-6811-706X

Publication Date September 30, 2018
Published in Issue Year 2018 Volume: 7 Issue: 3

Cite

APA Basyazicioglu, H. N., & Akdogan, M. S. (2018). THE EFFECTS OF INTERNAL MARKETING ACTIVITIES ON THE SATISFACTION AND PERFORMANCE OF SALESPEOPLE. Journal of Business Economics and Finance, 7(3), 309-318.

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