Measuring internal market orientation
Internal marketing has been discussed in the managementand academic literature for more than three decades, yet itremains ill defined and poorly operationalised. This articleresponds to calls to develop a single, clear understandingof the construct, to develop an instrument to measureit and for empirical evidence of its impact. Existing conceptualizationof internal marketing are explored, and anew, multidimensional construct, internal market orientation(IMO), is developed. IMO represents the adaptationof market orientation to the context of employer-employeeexchanges in tile internal market. The article describes thedevelopment of a measure of IMO in a retail services context.Five dimensions of IMO are identified and confirmed.These describe different managerial behaviors associatedwith internal marketing. The impact of IMO on importantorganizational factors is also explored. Results indicatepositive consequences for customer satisfaction, relativecompetitive position, staff attitudes, staff retention andstaff compliance.
Year of publication: |
2002
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Authors: | Lings Ian ; Greenley Gordon |
Publisher: |
Society of Environmental Toxicology and Chemistry |
Saved in:
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