Measuring internal market orientation

Lings, Ian N. and Greenley, Gordon E. (2005). Measuring internal market orientation. Journal of Service Research, 7 (3), pp. 290-305.

Abstract

Internal marketing has been discussed in the management and academic literature for more than three decades, yet it remains ill defined and poorly operationalized. This article responds to calls to develop a single, clear understanding of the construct, to develop an instrument to measure it, and for empirical evidence of its impact. Existing conceptualization of internal marketing are explored, and a new, multidimensional construct, internal market orientation (IMO), is developed. IMO represents the adaptation of market orientation to the context of employer-employee exchanges in the internal market. The article describes the development of a measure of IMO in a retail services context. Five dimensions of IMO are identified and confirmed. These describe different managerial behaviors associated with internal marketing. The impact of IMO on important organizational factors is also explored. Results indicate positive consequences for customer satisfaction, relative competitive position, staff attitudes, staff retention and staff compliance. © 2005 Sage Publications.

Publication DOI: https://doi.org/10.1177/1094670504271154
Divisions: Aston Business School > Marketing & Strategy
Additional Information: © Sage 2005. The final publication is available via Sage at http://dx.doi.org/10.1177/1094670504271154
Uncontrolled Keywords: human resources,internal market orientation,internal marketing,scale development,statistical analysis,Organizational Behavior and Human Resource Management
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
http://jsr.sage ... content/7/3/290 (Publisher URL)
Published Date: 2005-02
Authors: Lings, Ian N.
Greenley, Gordon E.

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