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

Eric Ng, Wei Ta Fang, Ching Yu Lien

研究成果: 雜誌貢獻文章

5 引文 斯高帕斯(Scopus)

摘要

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.

原文英語
頁(從 - 到)35-53
頁數19
期刊Journal of Relationship Marketing
15
發行號1-2
DOIs
出版狀態已發佈 - 2016 四月 2

    指紋

ASJC Scopus subject areas

  • Marketing

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