Assessing the Impact of Internal Marketing Orientation on an Organization’s Performance

Mujahid Mohiuddin Babu, Jikyeong Kang

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

In extant literature, although there are a few studies that have investigated impact of internal marketing orientation (IMO) on nonfinancial performance, most IMO studies have focused on how IMO relates to financial performance. Furthermore, even when customer-based performance (e.g., service quality, customer retention, customer satisfaction, customer loyalty) are included in the model, they are generally grouped together with other constructs such as employee competency and willingness to learn and organizational effectiveness and operationalized as an overall nonfinancial performance measure, rather than as a separate customer-based performance measure. Therefore, in order to fill this gap and to understand the impact of IMO on the firm’s customer-based performance as well as financial performance, we developed and empirically tested an integrated model of IMO by comprising not only the financial performance variable but also a customer-based performance variable (customer acquisition and retention, customer loyalty, perceived service quality, customer satisfaction, improving products and services based on customers’ comments, implementing new ideas, and developing new products and services).
Original languageEnglish
Title of host publicationRediscovering the Essentiality of Marketing. Springer International Publishing.
EditorsLuca Petruzzellis, Russell S. Winer
PublisherSpringer
ISBN (Electronic)978-3-319-29877-1
ISBN (Print)978-3-319-29876-4
DOIs
Publication statusPublished - 28 Jun 2016
EventAMS World Marketing Congress - Bari, Italy
Duration: 14 Jul 201518 Jul 2015
Conference number: 18
http://www.ams-web.org/events/EventDetails.aspx?id=419633

Conference

ConferenceAMS World Marketing Congress
CountryItaly
CityBari
Period14/07/1518/07/15
Internet address

Fingerprint

Marketing orientation
Internal marketing
Organizational performance
Financial performance
Customer retention
Customer satisfaction
Customer loyalty
Performance measures
Perceived service quality
Employees
Competency
Organizational effectiveness
Nonfinancial performance measures
Integrated model
Willingness
New services
Customer acquisition
New products
Service quality

Cite this

Mohiuddin Babu, M., & Kang, J. (2016). Assessing the Impact of Internal Marketing Orientation on an Organization’s Performance. In L. Petruzzellis, & R. S. Winer (Eds.), Rediscovering the Essentiality of Marketing. Springer International Publishing. Springer. https://doi.org/10.1007/978-3-319-29877-1_88

Assessing the Impact of Internal Marketing Orientation on an Organization’s Performance. / Mohiuddin Babu, Mujahid; Kang, Jikyeong.

Rediscovering the Essentiality of Marketing. Springer International Publishing.. ed. / Luca Petruzzellis; Russell S. Winer. Springer, 2016.

Research output: Chapter in Book/Report/Conference proceedingChapter

Mohiuddin Babu, M & Kang, J 2016, Assessing the Impact of Internal Marketing Orientation on an Organization’s Performance. in L Petruzzellis & RS Winer (eds), Rediscovering the Essentiality of Marketing. Springer International Publishing.. Springer, AMS World Marketing Congress, Bari, Italy, 14/07/15. https://doi.org/10.1007/978-3-319-29877-1_88
Mohiuddin Babu M, Kang J. Assessing the Impact of Internal Marketing Orientation on an Organization’s Performance. In Petruzzellis L, Winer RS, editors, Rediscovering the Essentiality of Marketing. Springer International Publishing.. Springer. 2016 https://doi.org/10.1007/978-3-319-29877-1_88
Mohiuddin Babu, Mujahid ; Kang, Jikyeong. / Assessing the Impact of Internal Marketing Orientation on an Organization’s Performance. Rediscovering the Essentiality of Marketing. Springer International Publishing.. editor / Luca Petruzzellis ; Russell S. Winer. Springer, 2016.
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