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The Impact of Internal Market Orientation on Staff Service Behaviours

Lings, Ian, Beatson, Amanda, & Gudergan, Siggi (2006) The Impact of Internal Market Orientation on Staff Service Behaviours. In Egan, J & Baines, P (Eds.) Academy of Marketing Conference, 3 - 6 July 2006, United Kingdom, England, London.

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Abstract

The impact of service direction, service training and staff behaviours on perceptions of service delivery are examined. The impact of managerial behaviour in the form of internal market orientation (IMO) on the attitudes of frontline staff towards the firm and its consequent influence on their customer oriented behaviours is also examined. Frontline service staff working in the consumer transport industry were surveyed to provide subjective data about the constructs of interest in this study, and the data were analysed using structural equations modelling employing partial least squares estimation. The data indicate significant relationships between internal market orientation (IMO), the attitudes of the employees to the firm and their consequent behaviour towards customers. Customer orientation, service direction and service training are all identified as antecedents to high levels of service delivery. The study contributes to marketing theory by providing quantitative evidence to support assumptions that internal marketing has an impact on services success. For marketing practitioners, the research findings offer additional information about the management, training and motivation of service staff towards service excellence.

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ID Code: 24097
Item Type: Conference Paper
Keywords: Internal Market Orientation, Service Delivery, Customer Orientation
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2006 Please consult the authors
Deposited On: 18 Jun 2009 00:21
Last Modified: 07 Sep 2012 01:30

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