Internal Marketing (IM): a literature review and research propositions for service excellence
Autor(a) principal: | |
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Data de Publicação: | 2010 |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/344 |
Resumo: | 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. |
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Internal Marketing (IM): a literature review and research propositions for service excellenceMarketing Interno (MI): uma revisão da literatura e proposições de pesquisa para a excelência nos serviçosinternal marketinghuman resources managementservice excellenceMarketing internogestão de recursos humanosexcelência de serviçoThe 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.A função dos empregados que prestam serviço é certamente relevante para o sucesso de toda organização prestadora de serviços, em especial aquelas em que as pessoas e o marketing interno podem ajudar as empresas a prestar serviço com excelência. Mesmo não sendo um conceito novo, desde que foi mencionado pela primeira vez na literatura há mais de 30 anos, a confusão ainda existe sobre o que exatamente é o marketing interno (MI). Este artigo teórico reviu a literatura de MI e relaciona-o com a excelência do serviço ao mesmo tempo que apresenta algumas propostas de pesquisa para o desenvolvimento do conhecimento nesta área de marketing. A metodologia de pesquisa documental foi adotada e uma base de dados sobre periódicos acadêmicos internacionais foi consultada para a elaboração deste artigo. Como conclusão, foi possível especular que algo tem de vir antes da aplicação do MI numa empresa, que é uma orientação do serviço. Sem isso, é impossível ter um programa MI bem sucedido. Além disso, a variedade de interpretações a respeito do que constitui o MI resultou numa gama diversificada de atividades agrupadas sob a égide do MI.FUCAPE Business Shool2010-05-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/34410.15728/bbr.2010.7.2.6Brazilian Business Review; Vol. 7 No. 2 (2010): May to August 2010; 99-115Brazilian Business Review; v. 7 n. 2 (2010): Maio a Agosto de 2010; 99-1151808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/344/521http://www.bbronline.com.br/index.php/bbr/article/view/344/522Farias, Salomão Alencar deinfo:eu-repo/semantics/openAccess2018-11-06T19:57:18Zoai:ojs.pkp.sfu.ca:article/344Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2018-11-06T19:57:18BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Internal Marketing (IM): a literature review and research propositions for service excellence Marketing Interno (MI): uma revisão da literatura e proposições de pesquisa para a excelência nos serviços |
title |
Internal Marketing (IM): a literature review and research propositions for service excellence |
spellingShingle |
Internal Marketing (IM): a literature review and research propositions for service excellence Farias, Salomão Alencar de internal marketing human resources management service excellence Marketing interno gestão de recursos humanos excelência de serviço |
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 |
author |
Farias, Salomão Alencar de |
author_facet |
Farias, Salomão Alencar de |
author_role |
author |
dc.contributor.author.fl_str_mv |
Farias, Salomão Alencar de |
dc.subject.por.fl_str_mv |
internal marketing human resources management service excellence Marketing interno gestão de recursos humanos excelência de serviço |
topic |
internal marketing human resources management service excellence Marketing interno gestão de recursos humanos excelência de serviço |
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. |
publishDate |
2010 |
dc.date.none.fl_str_mv |
2010-05-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/344 10.15728/bbr.2010.7.2.6 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/344 |
identifier_str_mv |
10.15728/bbr.2010.7.2.6 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/344/521 http://www.bbronline.com.br/index.php/bbr/article/view/344/522 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 7 No. 2 (2010): May to August 2010; 99-115 Brazilian Business Review; v. 7 n. 2 (2010): Maio a Agosto de 2010; 99-115 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732238459633664 |