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Internal Marketing (IM): a literature review and research propositions for service excellence

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  • Salomão Alencar de Farias

    (Universidade Federal de Pernambuco – UFPE)

Abstract

The role of service employees is indeed relevant for the success of any service organization, especially those that process people and internal marketing can help firms to deliver service excellence. Even though it is not a new concept, since it was first mentioned in the literature more than 30 years ago, confusion still exist on what exactly internal marketing (IM) is. This theoretical paper reviews the IM literature and relates it to the service excellence at the same time that presents some research propositions to the development of the knowledge in this marketing area. A desk research methodology was adopted, and data base on international academic journals was accessed for the construction of this article. As a conclusion it was possible to speculate that something has to come before IM application in a company, that is a service orientation. Without that, it is impossible to have a successful IM program. Also, the variety of interpretations as to what IM constitutes did result to a diverse range of activities grouped under the umbrella of IM.

Suggested Citation

  • Salomão Alencar de Farias, 2010. "Internal Marketing (IM): a literature review and research propositions for service excellence," Brazilian Business Review, Fucape Business School, vol. 7(2), pages 99-115, May.
    • Handle: RePEc:bbz:fcpbbr:v:7:y:2010:i:2:p:99-115
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    References listed on IDEAS

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    1. Conduit, Jodie & Mavondo, Felix T., 2001. "How critical is internal customer orientation to market orientation?1," Journal of Business Research, Elsevier, vol. 51(1), pages 11-24, January.
    2. Robert L. Joss, 2001. "Management," Australian Journal of Management, Australian School of Business, vol. 26(1_suppl), pages 89-103, August.
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    Cited by:

    1. Alexandre dos Santos Cerqueira & Emerson Wagner Mainardes, 2018. "Internal-market orientation and job satisfaction in the public sector: a case study of fire inspectors in Brazil," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 143-160, June.
    2. I Putu Astawa, 2018. "Local Culture, Internal Marketing and Employee Satisfaction in Improving Financial Performance: A Case Study of Microfinance Institutions in Bali," GATR Journals jmmr185, Global Academy of Training and Research (GATR) Enterprise.
    3. Mohammad Reza Jalilvand & Leila Nasrolahi Vosta & Rashid Khalilakbar & Javad Khazaei Pool & Reihaneh Alsadat Tabaeeian, 2019. "The Effects of Internal Marketing and Entrepreneurial Orientation on Innovation in Family Businesses," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(3), pages 1064-1079, September.
    4. Sabina IRIMIE & Virginia BALEANU & Luise ZEININGER, 2015. "Enhancing Competitive Potential Of Human Resources Through Internal Marketing," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 9(1), pages 748-757, November.

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