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

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 yea...

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Autor principal:	Salomão Alencar de Farias
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2010
Materias:	internal marketing human resources management service excellece Business HF5001-6182
Acceso en línea:	https://doaj.org/article/aef5c51a283c499c8caccf8c16461348
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id	oai:doaj.org-article:aef5c51a283c499c8caccf8c16461348
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spelling	oai:doaj.org-article:aef5c51a283c499c8caccf8c164613482021-11-11T15:48:04ZInternal Marketing (IM): a literature review and research propositions for service excellence1807-734Xhttps://doaj.org/article/aef5c51a283c499c8caccf8c164613482010-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123021648006https://doaj.org/toc/1807-734XThe 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.Salomão Alencar de FariasFUCAPE Business Schoolarticleinternal marketinghuman resources managementservice excelleceBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 7, Iss 2, Pp 99-115 (2010)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	internal marketing human resources management service excellece Business HF5001-6182
spellingShingle	internal marketing human resources management service excellece Business HF5001-6182 Salomão Alencar de Farias Internal Marketing (IM): a literature review and research propositions for service excellence
description	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.
format	article
author	Salomão Alencar de Farias
author_facet	Salomão Alencar de Farias
author_sort	Salomão Alencar de Farias
title	Internal Marketing (IM): a literature review and research propositions for service excellence
title_short	Internal Marketing (IM): a literature review and research propositions for service excellence
title_full	Internal Marketing (IM): a literature review and research propositions for service excellence
title_fullStr	Internal Marketing (IM): a literature review and research propositions for service excellence
title_full_unstemmed	Internal Marketing (IM): a literature review and research propositions for service excellence
title_sort	internal marketing (im): a literature review and research propositions for service excellence
publisher	FUCAPE Business School
publishDate	2010
url	https://doaj.org/article/aef5c51a283c499c8caccf8c16461348
work_keys_str_mv	AT salomaoalencardefarias internalmarketingimaliteraturereviewandresearchpropositionsforserviceexcellence
_version_	1718433980086222848

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

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