Malhotra, N and Mukherjee, A (2006). Does internal marketing improve service quality in call centres? IN: ANZMAC 2006 conference proceedings. AUS: 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: | College of Business and Social Sciences > Aston Business School > Marketing & Strategy College of Business and Social Sciences > Aston Business School College of Business and Social Sciences > Aston Business School > Aston India Foundation for Applied Research |
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Event Title: | Australian and New Zealand Marketing Academy Conference 2006 |
Event Type: | Other |
Event Dates: | 2006-12-04 - 2006-12-06 |
ISBN: | 1-74107-159-3 |
Last Modified: | 30 Sep 2024 09:03 |
Date Deposited: | 19 Aug 2019 09:57 | PURE Output Type: | Conference contribution |
Published Date: | 2006 |
Authors: |
Malhotra, N
(
0000-0002-1351-9202)
Mukherjee, A |