Does internal marketing improve service quality in call centres?

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
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
PURE Output Type: Conference contribution
Published Date: 2006
Authors: Malhotra, N (ORCID Profile 0000-0002-1351-9202)
Mukherjee, A

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