TY - JOUR
T1 - An Empirical Investigation of the Impact of Commitment and Trust on Internal Marketing
AU - Ng, Eric
AU - Fang, Wei Ta
AU - Lien, Ching Yu
N1 - Publisher Copyright:
© 2016 Taylor & Francis Group, LLC.
PY - 2016/4/2
Y1 - 2016/4/2
N2 - 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.
AB - 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.
KW - commitment
KW - internal marketing
KW - relationship marketing
KW - service quality
KW - services marketing
KW - trust
UR - http://www.scopus.com/inward/record.url?scp=84964806976&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84964806976&partnerID=8YFLogxK
U2 - 10.1080/15332667.2016.1158046
DO - 10.1080/15332667.2016.1158046
M3 - Article
AN - SCOPUS:84964806976
SN - 1533-2667
VL - 15
SP - 35
EP - 53
JO - Journal of Relationship Marketing
JF - Journal of Relationship Marketing
IS - 1-2
ER -