Measuring internal market orientation


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:
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: © Sage 2005. The final publication is available via Sage at
Uncontrolled Keywords: human resources,internal market orientation,internal marketing,scale development,statistical analysis,Organizational Behavior and Human Resource Management
Publication ISSN: 1552-7379
Last Modified: 22 May 2024 07:07
Date Deposited: 26 Oct 2009 16:02
Full Text Link:
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
http://jsr.sage ... content/7/3/290 (Publisher URL)
PURE Output Type: Article
Published Date: 2005-02
Authors: Lings, Ian N.
Greenley, Gordon E.



Version: Accepted Version

| Preview

Export / Share Citation


Additional statistics for this record