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

Eric Ng*, Wei Ta Fang, Ching Yu Lien

*Corresponding author for this work

    Research output: Contribution to journalArticlepeer-review

    11 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

    Keywords

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

    ASJC Scopus subject areas

    • Marketing

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