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Development of an Instrument to Measure Internal Marketing Concept

by Jou, Jacob Y H , Chou, Cathy K , Fu, Fongling L

in Behavior / Brand loyalty / Collaboration / Communication / Competition / Customer satisfaction / Customer services / Employees / Human resource management / Internal customers / Job satisfaction / Market strategy / Marketing / Organizational change / Perceptions / Polls & surveys / Quality of service / Service industries / Studies

2008

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Development of an Instrument to Measure Internal Marketing Concept

by Jou, Jacob Y H , Chou, Cathy K , Fu, Fongling L

2008

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Development of an Instrument to Measure Internal Marketing Concept

by Jou, Jacob Y H , Chou, Cathy K , Fu, Fongling L

2008

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Journal Article

Development of an Instrument to Measure Internal Marketing Concept

Jou, Jacob Y H,

Chou, Cathy K,

Fu, Fongling L

2008

Overview

The purpose of this study was to develop and validate a scale that assesses employees' perception of their company's internal marketing measures. Scale items were developed and summarized from five groups of sample surveys to ensure the scale's stability, reliability and validity. Six factors were found in this scale: empathy and consideration (paying attention to employees' personal needs), benchmarking (what competitors offer for their employees), job quality (the financial and emotional values associated with the employees' job), upward communication (the opportunity for employees to communication their dissatisfactions or suggestions to their managers), information sharing (venues for managers to convey organizational messages, missions and values to their subordinates), and promotional activities (whether the company engages in promotional or public relation activities). [PUBLICATION ABSTRACT]

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Publisher

Taylor & Francis Ltd

Subject

/ Customer satisfaction

/ Customer services