Internal Marketing & Internal Customer Performance: A Contingency Framework through Organizational Identification

Zia  Khalid; Muhammad Farhan  Munir; Abdul Latif

doi:10.63056/ACAD.004.04.1186

Authors

Zia Khalid Lecturer MUST Business School, Mirpur University of Science & Technology Author
Muhammad Farhan Munir Faculty of Economic Sciences and Media, Technische universität ilmenau Germany Author
Dr Abdul Latif Assistant Professor, Department of Business Administration, University of Poonch Author

DOI:

https://doi.org/10.63056/ACAD.004.04.1186

Keywords:

Internal Marketing (IM), Social Exchange Theory (SET), Social Identity Theory (SIT), Organizational Identification (OI), Internal Customer Performance (ICP), Employee Attitudes and Behaviors, Employee Performance

Abstract

Internal marketing (IM) is built around the logic that it works well to improve attitudes and behaviors of employees. But empirical evidence tells that existing models somewhere struggle to sufficiently explain when and why IM is at best to change behaviors. This study uses social exchange theory (SET) and social identity theory (SIT) this paper introduces OI as a moderator that has a meaning infusion mechanism to let employees understand why the desired behavior is essential. Employees will respond positively to organizational call for internal customer performance (ICP) when feelings of identity prevail. Otherwise, fragmented results will continue to surface in scholarly works of IM and performance. Current research, thus, presents a theoretically coherentpathway for IM to motivate employees for greater performance. Paper concludes with contribution to theory, limitations of the research, and future directions for IM scholars.