Impact of Internal Marketing on Internal Customer Satisfaction: The Role of Human Resource Practices
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Date
2015
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Publisher
UNIVERSITY OF MANAGEMENT AND TECHNOLOGY
Abstract
In today’s competitive era of globalization, customer satisfaction is recognized as a source of firm survival and success. Employee satisfaction is the driver of customer satisfaction. Therefore, it is essential to understand that how employees can be kept satisfied, retained and motivated. A source that acts as a bridge between customer and employee satisfaction especially in services sector where services are provided on the basis of exchange logic is interaction. A satisfied employee can understand customer needs in a better way. Internal marketing provides a platform to strengthen the exchange logic between employee and management by “treating your employee as internal customer”. Firms that cater to the need of their internal customer are also more considerate towards fulfilling the needs of external customer and retaining them. Past studies mostly deal with HR-Practices playing and important role in employee satisfaction, this study particularly examines the relationship between Internal Marketing (IM) and Internal Customer Satisfaction (ICS). This study is conducted on the private banking sector of Lahore, Pakistan. This study has proposed an operational research model which would help managers to cater External Customer Satisfaction (ECS) through Internal Customer Satisfaction (ICS). This study supports Internal Customer Satisfaction (ICS) phenomena with extensive literature and empirical evidences. Regression analysis is used to describe the empirical findings. Empirical evidence supports a strong moderating relationship of HR-Practices between Internal Marketing and Internal Customer Satisfaction.
Description
Supervisor: Dr. Sarwer Azhar
Keywords
MS Thesis, Internal Marketing, Internal Customer Satisfaction, External Customer Satisfaction