IDEAS home Printed from https://ideas.repec.org/a/eeb/articl/v4y2018n2p97-131.html
   My bibliography  Save this article

The Function of Internal Marketing in the Process of Formation of a Customer-Centric Company

Author

Listed:
  • Olga Okunyeva

    (Kiev National Economic University named after V. Hetman)

Abstract

The aims of this paper are: to analyse the key conceptual advances of internal marketing in terms of their interrelation with customer centricity; to present the author’s vision of the place of internal marketing in the system of marketing of a client-centric company; and to justify its function in the formation of such. This paper begins with a comprehensive analysis of conceptual models of internal marketing. The analysis examines the following parameters: 1) the client as a separate component of the model, and 2) client orientation as a part of the model. The practical part presents the study of customer centricity in trade and intermediary companies in Kiev based on the author’s two-step approach: Mystery Shopper audit based of modification of SERVQUAL’s questionnaire; playing test by the method of critical scenarios. The results of the study represent the author’s classification of the existing models of internal marketing and the author’s model of internal marketing in the system of marketing of a client-centric company, where three key functions of internal marketing were highlighted. It is empirically confirmed that the use of internal marketing gives the go-ahead to enhancing customer centricity.

Suggested Citation

  • Olga Okunyeva, 2018. "The Function of Internal Marketing in the Process of Formation of a Customer-Centric Company," Eastern European Business and Economics Journal, Eastern European Business and Economics Studies Centre, vol. 4(2), pages 97-131.
    • Handle: RePEc:eeb:articl:v:4:y:2018:n:2:p:97-131
    as

    Download full text from publisher

    File URL: http://www.eebej.eu/Okunyeva-O-2018-The-Function-of-Internal-Marketing-in-the-Process-of-Formation-of-a-Customer-Centric-Company-Eastern-European-Business-and-Economics-Journal-42-97-131/
    Download Restriction: for print copy of the journal 50 Euro, preview on web - free
    File URL: http://eebej.eu/2018v4n2/97-131.pdf
    Download Restriction: for print copy of the journal 50 Euro, preview on web - free
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Vargo, Stephen L. & Lusch, Robert F., 2017. "Service-dominant logic 2025," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 46-67.
    2. Heiko Wieland & Nathaniel N. Hartmann & Stephen L. Vargo, 2017. "Business models as service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 925-943, November.
    3. Lings, Ian N., 2004. "Internal market orientation: Construct and consequences," Journal of Business Research, Elsevier, vol. 57(4), pages 405-413, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Best, Bernadette & Miller, Kristel & McAdam, Rodney & Maalaoui, Adnane, 2022. "Business model innovation within SPOs: Exploring the antecedents and mechanisms facilitating multi-level value co-creation within a value-network," Journal of Business Research, Elsevier, vol. 141(C), pages 475-494.
    2. Corsaro, Daniela, 2022. "Explaining the Sales Transformation through an institutional lens," Journal of Business Research, Elsevier, vol. 142(C), pages 1106-1124.
    3. Suvi Nenonen & Kaj Storbacka & Charlotta Windahl, 2019. "Capabilities for market-shaping: triggering and facilitating increased value creation," Journal of the Academy of Marketing Science, Springer, vol. 47(4), pages 617-639, July.
    4. Manis, K.T. & Madhavaram, Sreedhar, 2023. "AI-Enabled marketing capabilities and the hierarchy of capabilities: Conceptualization, proposition development, and research avenues," Journal of Business Research, Elsevier, vol. 157(C).
    5. Julia A. Fehrer, 2020. "Rethinking marketing: back to purpose," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 179-184, December.
    6. Hsin-Hui Chou & Chao-Chin Huang & Pei-Yun Tu, 2023. "Towards becoming a service-dominant enterprise: an actor engagement perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 17(2), pages 607-632, June.
    7. Miguel Ángel Moliner‐Tena & Diego Monferrer‐Tirado & Marta Estrada‐Guillén & Lidia Vidal‐Meliá, 2023. "Sustainable service ecosystems from the transformative value perspective: A study in tourism destinations," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(1), pages 342-357, January.
    8. Michael Blaschke & Uwe Riss & Kazem Haki & Stephan Aier, 2019. "Design principles for digital value co-creation networks: a service-dominant logic perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 29(3), pages 443-472, September.
    9. Vargo, Stephen L. & Akaka, Melissa Archpru & Wieland, Heiko, 2020. "Rethinking the process of diffusion in innovation: A service-ecosystems and institutional perspective," Journal of Business Research, Elsevier, vol. 116(C), pages 526-534.
    10. Kaartemo, Valtteri & Nyström, Anna-Greta, 2021. "Emerging technology as a platform for market shaping and innovation," Journal of Business Research, Elsevier, vol. 124(C), pages 458-468.
    11. Ge Yao & Jianming Miao, 2021. "Service Value Co-Creation in Digital Platform Business: A Case of Xianyu Idle Trading Platform," Sustainability, MDPI, vol. 13(20), pages 1-21, October.
    12. Heiko Wieland & Angeline Nariswari & Melissa Archpru Akaka, 2021. "On managerial relevance: reconciling the academic-practitioner divide through market theorizing," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 252-271, December.
    13. Stephen L. Vargo & Linda Peters & Hans Kjellberg & Kaisa Koskela-Huotari & Suvi Nenonen & Francesco Polese & Debora Sarno & Claudia Vaughan, 2023. "Emergence in marketing: an institutional and ecosystem framework," Journal of the Academy of Marketing Science, Springer, vol. 51(1), pages 2-22, January.
    14. Maria Vincenza Ciasullo & Orlando Troisi & Mara Grimaldi & Daniele Leone, 2020. "Multi-level governance for sustainable innovation in smart communities: an ecosystems approach," International Entrepreneurship and Management Journal, Springer, vol. 16(4), pages 1167-1195, December.
    15. László SEER, 2020. "Toward A Threshold Model Of Consumer Autonomy For Human-Smart System Interactions: A Qualitative Study," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 15, pages 57-69, June.
    16. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    17. Mihai ȚICHINDELEAN & Claudia OGREAN & Mihaela HERCIU, 2024. "Do Loyal Customers Buy Differently? Examining Customers’ Loyalty In A Self-Service Setting," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 19(1), pages 350-367, April.
    18. Helena Alves & Arminda do Paço & Carla Roberto, 2015. "Influence of Internal Marketing on Organizational Commitment-Evidence from Care Institutions for the Elderly," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 27(2), pages 237-250.
    19. Holopainen, Jani & Mattila, Osmo & Pöyry, Essi & Parvinen, Petri, 2020. "Applying design science research methodology in the development of virtual reality forest management services," Forest Policy and Economics, Elsevier, vol. 116(C).
    20. Anna Gerke & Herbert Woratschek & Geoff Dickson, 2020. "How is value co-created in a sportbusiness-to-business context?," Post-Print hal-02962015, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eeb:articl:v:4:y:2018:n:2:p:97-131. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Valerijs (email available below). General contact details of provider: http://eebej.eu .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.