ISSN: 2520-4750 (Online), 2521-3040 (Print)

Impact of Internal marketing on Firm performance in Manufacturing industries

 Author (s)

Shibrie Jorga Tessema and Sun Jin

Abstract

Internal marketing (IM) is the thinking of treating personnel as customers and job as a product. The aim of this study is to explore practice of Internal Marketing in non-service organizations especially textile manufacturing firm and to investigate the relationship of IM with employee motivation, customer orientation, industrial service quality and business performance. Cross sectional survey was conducted among randomly selected 280 employees of Chinese textile industries in Ethiopia.  Questionnaire was useto collect the survey data by adapting from prior study. SPSS (23) and AMOS used for data analysis.  This empirical research provides a strong support of the relationship of major variables in this study. IM had positive and statistically significant impact on employee motivation, customer-oriented behavior, industrial service quality and business performance.  However, the mediation effect of employee motivation and customer-oriented behavior, in between IM and industry service quality was not supported. Whereas, industry service quality had strong positive impact on industry performance, and mediates the relationship of IM with business performance significantly. Based on this result practice of IM in non-service industry leads to get motivated and customer-oriented employees and improve industry service quality as well as business performance. Future researchers can undertake studies on IM in non-service industries with other IM elements, regions and industries context.

Keywords: Internal marketing, employee customer orientation, employee motivation, industrial service quality and business performance.

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Title:Impact of Internal marketing on Firm performance in Manufacturing industries
Author:Shibrie Jorga Tessema and Sun Jin
Journal Name:International Journal of Science and Business
Website:ijsab.com
ISSN:ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI:https://doi.org/10.5281/zenodo.6527199
Media:Online
Volume:11
Issue:1
Issue publication (Year):2022
Acceptance Date:03/05/2022
Date of Publication:07/05/2022
PDF URL:https://ijsab.com/wp-content/uploads/929.pdf
Free download:Available
Page:104-120
First Page:104
Last Page:120
Paper Type:Research paper
Current Status:Published

 

Cite This Article:

Shibrie Jorga Tessema and Sun Jin (2022). Impact of Internal marketing on Firm performance in Manufacturing industries. International Journal of Science and Business, 11(1), 104-120. doi: https://doi.org/10.5281/zenodo.6527199

Retrieved from https://ijsab.com/wp-content/uploads/929.pdf

 

About Author (s)

Shibrie Jorga Tessema (Corresponding Author), Business School, University of International Business and Economics,  Chaoyang District, Beijing, China.

Professor Sun Jin (PHD), Business School, University of International Business and Economics, Chaoyang District, Beijing, China

 

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DOI: https://doi.org/10.5281/zenodo.6527199

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