A review of the relationship between internal marketing and customer orientation

Abstract

The role of internal marketing on customer orientation especially in service industry such as banking cannot be over emphasized. It goes further to substantiate the fact that self-sufficient employees would go extra mile in taking active and pragmatic approach towards contributing to the success and accomplishment of their employers’ businesses and organizations. Thus, when effective Internal Marketing system is operational, the employees tend to reciprocate by not only giving their best to the organization but also reflect in the ways customers are treated. However, a serious concern to most employers is attracting and retaining employees who can deliver superior value to customers. Being a qualitative and library-based research, the present paper applies the content analysis method to unravel the impact of Internal Marketing on Customer Orientation by surveying the extant literature on the subject. In other words, the paper employs library method to gather information and analyze it by way of comparative and inductive methods. The paper establishes that Internal Marketing impacts positively and significantly on Customer Orientation of banking employees.