The notion of internal market orientation and employee job satisfaction: some preliminary evidence

Abstract

Purpose

The purpose of this paper is to examine the impact of Internal Market Orientation (IMO) on the application of internal marketing practices and employee job satisfaction.

Design/methodology/approach

Data were secured through personal interviews with hotel managers and employees from 20 different five‐star hotels. Hierarchical regression analysis is used to examine the hypotheses put forward in the study.

Findings

Job satisfaction is positively related with the practice of internal marketing. However, IMO is also a significant variable in explaining employee job‐satisfaction while moderating the relationship between internal marketing and job satisfaction.

Research limitations/implications

Drawing the analogy from the market‐orientation research stream, this study reveals the importance of developing an internal‐market orientation before internal marketing practices can be truly effective.

Practical implications

Service providers seeking differentiation through customer service and delight have to pay attention to their employees' needs and develop an internal‐market orientation to complement their customer‐orientation.

Originality/value

The paper is important for both scholars and practitioners. It introduces the notion of IMO and its impact on employee job‐satisfaction.

Citation

Gounaris, S. (2008), "The notion of internal market orientation and employee job satisfaction: some preliminary evidence", Journal of Services Marketing, Vol. 22 No. 1, pp. 68-90. https://doi.org/10.1108/08876040810851978