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| Format: | Artículo científico |
| Language: | es |
| Published: |
FUCAPE Business School
2010
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| Subjects: | |
| Online Access: | https://www.redalyc.org/articulo.oa?id=123021648006 |
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Table of Contents:
- Internal Marketing (IM): a literature review and research propositions for service excellence Salomão Alencar de Farias Administración y Contabilidad service excellece Internal marketing human resources management The role of service employees is indeed relevant for the success of any serviceorganization, especially those that process people and internal marketing can help firms todeliver service excellence. Even though it is not a new concept, since it was first mentioned inthe literature more than 30 years ago, confusion still exist on what exactly internal marketing(IM) is. This theoretical paper reviews the IM literature and relates it to the service excellenceat the same time that presents some research propositions to the development of theknowledge in this marketing area. A desk research methodology was adopted, and data baseon international academic journals was accessed for the construction of this article. As aconclusion it was possible to speculate that something has to come before IM application in acompany, that is a service orientation. Without that, it is impossible to have a successful IMprogram. Also, the variety of interpretations as to what IM constitutes did result to a diverserange of activities grouped under the umbrella of IM. 2010 artículo científico 1807-734X https://www.redalyc.org/articulo.oa?id=123021648006 es http://www.redalyc.org/revista.oa?id=1230 BBR - Brazilian Business Review application/pdf FUCAPE Business School BBR - Brazilian Business Review (Brasil) Num.2 Vol.7