Does internal marketing improve service quality in call centres?

Malhotra, N and Mukherjee, A (2006). Does internal marketing improve service quality in call centres? IN: ANZMAC 2006 conference proceedings. ANZMAC.

Abstract

Although internal marketing has been conceptually argued to improve service quality, empirical evidence in this respect has been limited. This research investigates the relationship between rewards, which are a key component of internal marketing paradigm, and service quality of frontline employees in banking call centres. In this context, the authors develop hypotheses with the help of literature review, and empirically examine the effects of various extrinsic and intrinsic rewards on service quality. The results indicate that intrinsic rewards have greater effect on service quality than extrinsic rewards, which offer managerial implications and directions for future research.

Divisions: Aston Business School > Marketing & strategy
Aston Business School
Aston Business School > Marketing & strategy research group
Additional Information: CD-ROM
Event Title: Australian and New Zealand Marketing Academy Conference 2006
Event Type: Other
Event Dates: 2006-12-04 - 2006-12-06
Full Text Link: http://anzmac.i ... hotra_Neeru.pdf
Related URLs:
Published Date: 2006
Authors: Malhotra, N
Mukherjee, A

Download

[img]

Version: Draft Version


Export / Share Citation


Statistics

Additional statistics for this record