DC FieldValueLanguage
dc.contributor.authorSpyridakos, Athanasios-
dc.contributor.authorKyriazopoulos, Panagiotis-
dc.contributor.authorYannakopoulos, Denis-
dc.contributor.authorSiskos, Yannis-
dc.contributor.authorGrigoroudis, Evangelos-
dc.date.accessioned2024-04-03T10:25:14Z-
dc.date.available2024-04-03T10:25:14Z-
dc.date.issued2007-
dc.identifiergoogle_scholar-RYCK4TcAAAAJ:zYLM7Y9cAGgC-
dc.identifier.otherRYCK4TcAAAAJ:zYLM7Y9cAGgC-
dc.identifier.urihttps://uniwacris.uniwa.gr/handle/3000/1741-
dc.description.abstractAccording to Piercy and Morgan (1991) external customer satisfaction cannot be achieved without the fundamental contribution of the customer-contact employees who provide the service. The front-line employees of the bank interact with the majority of customers and generally handle a wide range of banking transactions. Because of the importance of the service provided, Bank firms should support customer-contact employees in order to acquire communicative sale skills and make them feel comfortable and satisfied with their job. The above ascertainment emerged the concept of Internal Marketing (IM). According to the Berry and Parasuraman (1991, p.151) each business should develop Internal Marketing programmes that would focus on the internal market (employees) in parallel to those for its external market (customers) in order to provide high quality services to its customers continuously. Consequently, external customer satisfaction cannot be achieved without the fundamental contribution of the employees who provide the service. Therefore managers who are concerned with monitoring and improving external customer satisfaction, need to develop employees’ competence in order to act as “part-time” marketers for the organisation. The key for employees’ competence is Internal Marketing, Gummesson (1987) where head office is highly involved in strategic and planning IM whereas senior and middle level managers have more tactic role. The implementation of Internal Marketing is carried out by the employees of the branches in order to transfer this philosophy into Bank’s customers. The present study aims to examine the adoption of IM concept from Bank’s branches employees and their engagement and commitment on it. This survey contacted with a sample of 356 branches from banking sector in Greece. The discussion of the findings contributes to understanding how Internal Marketing influences work commitment of the employees and how they are linked to the adequacies of a bank and its eventual performance in order to develop the Market Orientation concept. We confirm that private Banks employees are more commitment to their organisation than the public banks’ employees. In addition, employees are not willing to leave the bank they are working at and they consider employee loyalty to be extremely important for an organisation. Moreover, it seems that banks operating in Greece deem employee training and evaluation of performance with reward system as crucial, although improvement is required in the way that the company’s mission statement is communicated and understood among the different employee grades.en_US
dc.language.isoenen_US
dc.sourcePOMS Conference, 2007-
dc.subjectMotivationen_US
dc.subjectCommitmenten_US
dc.subjectInternal marketingen_US
dc.titleImplementing internal marketing through employee’s motivationen_US
dc.typeConference Paperen_US
dc.relation.conferencePOMS 18th Annual Conference, 4-7 May 2007 Dallas, Texas, U.S.Aen_US
dc.relation.deptDepartment of Business Administrationen_US
dc.relation.facultySchool of Administrative, Economics and Social Sciencesen_US
dc.linkhttps://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=55634525756fbaafb105e2a0d4bb316bd59611f6en_US
dc.collaborationUniversity of West Attica (UNIWA)en_US
dc.journalsOpen Accessen_US
dc.publicationPeer Revieweden_US
dc.countryGreeceen_US
local.metadatastatusverifieden_US
item.cerifentitytypePublications-
item.languageiso639-1en-
item.openairetypeConference Paper-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.fulltextNo Fulltext-
item.grantfulltextnone-
crisitem.author.deptDepartment of Business Administration-
crisitem.author.facultySchool of Administrative, Economics and Social Sciences-
crisitem.author.parentorgSchool of Administrative, Economics and Social Sciences-
Appears in Collections:Conference Papers or Poster or Presentation / Δημοσιεύσεις σε Συνέδρια
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