Browse > Article

Exploring Internal Marketing Mix and Its Applications in the Foodservice Industry  

Joung, Hyun-Woo (Dept. of Nutrition and Hospitality Management, The University of Mississippi)
Choi, Eun-Kyong Cindy (Kemmons Wilson School of Hospitality and Resort Management, University of Memphis)
Lee, Dong-Soo (Dept. of Parks, Recreation, and Hospitality, Arkansas Tech University)
Kim, Hak-Seon (Dept. of Hospitality and Tourism Management, Kyungsung University)
Publication Information
Culinary science and hospitality research / v.21, no.5, 2015 , pp. 192-203 More about this Journal
Abstract
Internal marketing has been considered as a way of achieving higher service quality and customer satisfaction in the service industry. However, the definitions and implementation of internal marketing varies by researcher. Therefore, the purpose of this study was to explore an explanatory internal marketing mix that can be utilized in the foodservice industry. Using a web-based survey method, a total of 405 usable samples were collected and used in the data analysis. Five internal marketing components (i.e., vision, development, reward, employee motivation, and internal communication) were adopted from previous literature, and the results indicated significant impacts of the internal marketing mix on employee job satisfaction.
Keywords
internal marketing; vision; development; reward; motivation; internal communication; job satisfaction;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Abzari M, Ghorbani H, Madani FA (2011). The effect of internal marketing on organizational commitment from market-orientation viewpoint in hotel industry in Iran. International Journal of Marketing Studies 3(1):147-155.
2 Ahmed PK, Rafiq M, Saad NM (2003). Internal marketing and the mediating role of organizational competencies. European Journal of Marketing, 37(9):1221-1241.   DOI
3 Anderson JC, Gerbing DW (1988). Structural modeling in practice: A review and recommended two-step approach. Psychological Bulletin 103(3): 411-423.   DOI
4 Angle HL, Perry JL (1981). An empirical assessment of organizational commitment and organizational effectiveness. Administrative Science Quarterly 26(1):1-14.   DOI
5 Ballantyne D (2003). A relationship-medicated theory of internal marketing. European Journal of Marketing 37(9):1242-1260.   DOI
6 Bansal HS, Mendelson MB, Sharma B (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management 6:61-76.   DOI
7 Barnes BR, Fox MT, Morris DS (2004). Exploring the linkage between internal marketing, relationship marketing and service quality: A case study of a consulting organization. Total Quality Management and Business Excellence 15(5/6): 593-601.   DOI
8 Bedeian AG, Armenakis AA (1981). A path-analytic study of the consequences of role conflict and ambiguity. Academy of Management Journal 24 (2):417-424.   DOI
9 Berry LL (1981). The employee as customer. Journal of Retail Banking 3(1):25-28.
10 Berry LL, Parasuraman A (1991). Marketing Services: Competing through Quality. New York, NY: The Free Press.
11 Bureau of Labor Statistics (2009). Career guide to industry, 2010-11 edition. Retrieved from http:// www.bls.gov/oco/cg/cgs023.htm
12 Caruana A, Calleya P (1998). The effect of internal marketing on organizational commitment among retail bank managers. International Journal of Bank Marketing 16(3):108-116.   DOI
13 Chang C, Chang H (2007). Effects of internal marketing on nurse job satisfaction and organizational commitment: Example of medical centers in Southern Taiwan. Journal of Nursing Research 15(4): 265-273.   DOI
14 Chen W, Cheng H (2012). Factors affecting the knowledge sharing attitude of hotel service personnel. International Journal of Hospitality Management 31(2):468-476.   DOI
15 Conduit J, Mavondo FT (2001). How critical is internal customer orientation to market orientation? Journal of Business Research 51(1):11-24.   DOI
16 Deci EL, Ryan RM (1985). Intrinsic Motivation and Self-Determination in Human Behavior. New York: Plenum.
17 Farzad A, Nahavandi N, Caruana A (2008). The effect of internal marketing on organizational commitment in Iranian banks. American Journal of Applied Sciences 5(11):1480-1486.   DOI
18 Foreman SK, Money AH (1995). Internal marketing: Concepts, measurement and application. Journal of Marketing Management 11(8):755-768.   DOI
19 George WR, Gronroos C (1989). Developing customer- conscious employees at every level: Internal marketing. In C.A. Congram, Frieman M.L (Eds.), Handbook of Services Marketing (29-37). New York: AMACOM.
20 Fornell C, Larcker DF (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 24(4):337-346.   DOI
21 Greene WE, Walls GD, Schrest LJ (1994). Internal marketing: The key to external marketing success. Journal of Service Marketing 8(4):5-13.   DOI
22 Griffin RW, Bateman TS (1986). Job Satisfaction and Organizational Commitment. New York, NY: Wiley.
23 Gronroos C (1981). Internal marketing - Theory and practice. American Marketing Association Services Marketing Conference Proceedings 41-47.
24 Gronroos C (2000). Service Management and Marketing: A Customer Relationship Management Approach (2nd ed.). New York: Wiley and Sons.
25 Hackman JR, Oldham GR (1975). Development of the job diagnostic survey. Journal of Applied Psychology 60(2):159-170.   DOI
26 Hang-Yue N, Foley S, Loi R (2005). Work role stressors and turnover intentions: A study of professional clergy in Hong Kong. International Journal of Human Resource Management 16(11): 2133-2146.   DOI
27 Hartline M, Ferrell OC (1996). The management of customer-contact service employees: An empirical investigation. Journal of Marketing 60:52-70.   DOI
28 Heskett JL, Jones TO, Loveman GW, Sasser WE, Schlesinger LA (1994). Putting the service-profit chain to work. Harvard Business Review 72(2): 164-174.
29 Lee Y, Nam J, Park D, Lee K (2006). What factors influence customer-oriented prosocial behavior of customer-contact employees? Journal of Services Marketing 20(4):251-264.   DOI
30 Lam T, Zhang HQ (2003). Job satisfaction and organizational commitment in the Hong Kong fast food industry. International Journal of Contemporary Hospitality Management 15(4):214-220.   DOI
31 Lings NI, Greenley GE (2005). Measuring internal market orientation. Journal of Service Research 7(3): 290-305.   DOI
32 National Restaurant Association (2011). True cost of PPACA: Effects on the budget and jobs. Retrieved from http://www.restaurant.org/pdfs/advocacy/20110330_hcr_testimony.pdf
33 Nunnally, J. C (1978). Psychometric Theory. New York: McGraw-Hill.
34 Rafiq M, Ahmed PK (2000). Advances in the internal marketing concept: definition, synthesis and extension. Journal of Services Marketing 14(6):449-462.   DOI
35 Shimizu T, Feng QL, Nagata S (2005). Relationship between turnover and burnout among Japanese hospital nurses. Journal of Occupational Health 47(4):334-336.   DOI
36 Tansuhaj P, Randall D, McCullough J (1991). Applying the internal marketing concept within large organizations: As applied to a credit union. Journal of Professional Services Marketing 6(2):193-202.   DOI
37 Ting S (2011). The effect of internal marketing on organizational commitment: Job involvement and job satisfaction as mediators. Educational Administration Quarterly 47(2):353-382.   DOI
38 Woodruffe H (1995). Services Marketing. London: Pitman.