Exploring the Linkage between Internal Marketing, Relationship Marketing and Service Quality: a Case Study of a Consulting Organization

@inproceedings{Barnes2004ExploringTL,
  title={Exploring the Linkage between Internal Marketing, Relationship Marketing and Service Quality: a Case Study of a Consulting Organization},
  author={Bradley R. Barnes and Martin Fox and David S. Morris},
  year={2004}
}
Historically, much of the academic marketing literature has tended to focus upon satisfying the needs and requirements of customers that are external to the organization. However, over recent years, some practitioners and academics alike are beginning to re-address how we do business, considering that such a customer orientation is only likely to be effective when the firm designs the necessary structures, processes and incentives to operationalize customer-oriented values (Hartline et al. 2000… CONTINUE READING

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