Implementing and measuring the effectiveness of internal marketing

Lings, Ian & Brooks, Roger F. (1998) Implementing and measuring the effectiveness of internal marketing. Journal of Marketing Management, 14(4/5), pp. 325-351.


Despite over a decade of interest in internal marketing and the evolution of various approaches to its operationalisation, the potential benefits of an internal marketing campaign in improving the quality of service delivered to the customer have not been fully explored. This article focuses on the internal customer model of internal marketing, further developing the concept through a synthesis with service blueprinting (a method of representing the service delivery mechanism), to produce a new model of internal marketing, which can be readily applied to the service organisation. An exploratory investigation into the effect of applying this model of internal marketing to service quality is conducted. Changes in internal service quality are measured using a modification of the SERVQUAL model and external service quality is measured using the original SERVQUAL model. This exploratory study was undertaken in a medium sized UK service organisation, and found that service quality increased both internally and externally when this model of internal marketing was applied within the company.

Impact and interest:

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

5,131 since deposited on 23 Jun 2009
419 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 20538
Item Type: Journal Article
Refereed: Yes
Additional URLs:
ISSN: 0267-257X
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 1998 Westburn Publishers Ltd
Deposited On: 23 Jun 2009 22:47
Last Modified: 10 Aug 2011 13:23

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page