An Empirical Investigation of the Impact of Commitment and Trust on Internal Marketing

Eric Ng, Wei Ta Fang, Ching Yu Lien

Research output: Contribution to journalArticle

5 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)35-53
Number of pages19
JournalJournal of Relationship Marketing
Volume15
Issue number1-2
DOIs
Publication statusPublished - 2016 Apr 2

Fingerprint

Empirical investigation
Industry
Internal marketing
Methodology
Marketing effectiveness
Communication

Keywords

  • commitment
  • internal marketing
  • relationship marketing
  • service quality
  • services marketing
  • trust

ASJC Scopus subject areas

  • Marketing

Cite this

An Empirical Investigation of the Impact of Commitment and Trust on Internal Marketing. / Ng, Eric; Fang, Wei Ta; Lien, Ching Yu.

In: Journal of Relationship Marketing, Vol. 15, No. 1-2, 02.04.2016, p. 35-53.

Research output: Contribution to journalArticle

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