THE IMPACT OF INTERNAL MARKETING EFFORTS IN DISTRIBUTION SERVICE OPERATIONS

✍ Scribed by Scott B. Keller; Daniel F. Lynch; Alexander E. Ellinger; John Ozment; Roger Calantone

• Publisher: Wiley (John Wiley & Sons)
• Year: 2006
• Tongue: English
• Weight: 174 KB
• Volume: 27
• Category: Article
• ISSN: 0735-3766
• DOI: 10.1002/j.2158-1592.2006.tb00243.x

✦ Synopsis

Marketing efforts can offer firms a greater competitive advantage by overtly stimulating the impact of frontline logistics employees on customer value creation. In such a situation, internal marketing becomes the strategy of choice in both service and product support contexts. A broad marketing mix framework is introduced shifting the traditional application from marketing products to marketing the workplace to logistics distribution employees. Research findings support a multidimensional operationalization of internal marketing. Holistic tests indicate that internal marketing on an interpersonal level is associated with satisfied and higher performing distribution center employees and increased interdepartmental customer orientation.