The Impact of Internal Marketing on Internal Service Quality: A Case Study in a Jordanian Pharmaceutical Company

Amjad Abu ELSamen, Muhammad Alshurideh

Abstract


The purpose of this research is to examine the impact of Internal Marketing (IM) on the Perceived Internal
Service Quality (ISQ). Data was collected from 225 employees working in a Jordanian Pharmaceutical
company. Our results indicated that that there is a positive relationship between Internal Marketing dimensions
and perceived Internal Service Quality in varying magnitude. Further, our investigation showed that the
dominant dimension of IM was found to be Recruitment with the stronger impact on all perceived internal
service. Service providers are recommended to apply IM strategy in order to enhance perceived ISQ foster better
external service quality.


Full Text: PDF DOI: 10.5539/ijbm.v7n19p84

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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