دانلود رایگان مقاله انگلیسی تاثیر بازاریابی داخلی بر رضایت مشتری در بازارهای اروپایی - الزویر 2018

ABSTRACT

This study examines the indirect effect of internal marketing, via cross-functional goal compatibility, on customer satisfaction at differing levels of salesperson cross-functional connectivity, across matured and maturing market contexts. Using data from salespeople in a large financial services organization operating in matured Central European and maturing South and Eastern European markets, the study finds that the effect of internal marketing on customer satisfaction is mediated by cross-functional goal compatibility in both markets. In addition, the results show that at high levels of cross-functional connectivity, the effect of goal compatibility on customer satisfaction is strengthened in maturing markets. The theoretical and practical implications of these findings are discussed.

6. Limitations and direction for future research

The findings presented in this study are limited in several ways, which may reveal new paths for future research. First, this study does not have empirical evidence on cultural variables; hence future research may model the role of cultural values in conditioning the effect of IM on customer satisfaction (e.g. Hofstede et al., 2010; House et al., 2004; Kirkman et al., 2017; Schwartz, 1994). We suggest that individual perceptions of national culture and actual variations in national culture may be contingency forces that may shape how IM activities drive customer. Furthermore, the role of multiculturalism can be observed (Kirkman et al., 2017) especially if the research context assumes multinational corporations with multiple subsidiaries around the world. In such a study, one may examine the benefits and drawbacks of imposing headquarters' cultural practices on subsidiaries' practices in different cultural settings (e.g. Souchon & Lings, 2001). Second, this study focuses on the intervening role of cross-functional goal compatibility (i.e. the how) between IM practices and customer satisfaction. Goal compatibility, as defined here, focuses on departmental goals and the ability of a firm to synchronize them across business functions. As such, goal compatibility is conceptually closely related to cross-functional integration which is defined as “…a process of interdepartmental interaction and collaboration in which multiple functions work together in a cooperative manner to arrive at mutually acceptable outcomes for their organization” (Frankel and Mollenkopf, 2015, p. 18).