An empirical investigation of the impact of commitment and trust on internal marketing

Ng, Eric and Fang, Wei-Ta and Lien, Ching-Yu (2016) An empirical investigation of the impact of commitment and trust on internal marketing. Journal of Relationship Marketing, 15 (1-2). pp. 35-53. ISSN 1533-2667

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Abstract

This article seeks to explore the impact of commitment and trust on internal marketing effectiveness within the hospital industry. The study was exploratory in nature and was conducted using the case study methodology. It involved 10 cases in the hospital industry, and a total of 20 interviews were conducted. Results revealed that both commitment and trust played a moderating role in five of the key tasks (i.e., training, motivation, company vision/goals, co-optation, and communication) of effective internal marketing.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Accepted version deposited in accordance with the copyright policy of the publisher.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 06 Jul 2016 03:22
Last Modified: 03 Jan 2018 06:45
Uncontrolled Keywords: commitment; internal marketing; relationship marketing; service quality; services marketing; trust
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1080/15332667.2016.1158046
URI: http://eprints.usq.edu.au/id/eprint/29090

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