Internal Marketing Orientation Measurement in Service Industry (Case Study: Iran Banking Industry)

Abstract

Services companies attempt to promote their delivered services to customers and achieve a stable competitive advantage. For achieving this goal, Marketing and HR scholars jointly propose application of Internal Marketing (IM) principles and instruments. Although IM is a 30 years old concept in management, but it's measurement and application method have faced with different structural and conceptual barriers. In this article, the role and effects of IM information's gathering in Iran Banking Industry, sharing them among employees and Bank's Management reaction against these information on the orientation to IM have been studied. The research results show that generated information about IM which include IM information which is generated informally, IM information which is generated formally and IM information which is generated formally and written and sharing these information among employees and most important of them, bank's management reaction about these information affect directly and meaningly on orientation to Internal Marketing.

Keywords

• Internal Market
• Internal Marketing Orientation
• Banking Industry