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Type: Journal article
Title: Balancing the act: the implications of jointly pursuing internal customer orientation and external customer orientation
Author: Conduit, J.
Matanda, M.
Mavondo, F.
Citation: Journal of Marketing Management, 2014; 30(13-14):1320-1352
Publisher: Taylor & Francis
Issue Date: 2014
ISSN: 0267-257X
Statement of
Jodie Conduit, Margaret Jekanyika Matanda, Felix T. Mavondo
Abstract: Current marketing paradigms recognise a need for organisations to create value for both internal and external customers. However, jointly pursuing an internal and external customer focus has been argued to be both synergistic and contradictory. Using cluster analysis, this paper develops a typology on the basis of employees’ perceptions of their organisation’s joint pursuit of internal and external customer orientation. This allows an examination of the joint implications of these strategic postures on organisational processes, including information generation, information dissemination, training, communication and human resource practices. The results suggest that employees have the most positive perceptions of organisational processes when they perceive the organisation pursues a strong internal orientation, followed by those organisations that are jointly strong on internal and external customer orientation.
Keywords: Internal marketing; internal customer orientation; external customer orientation; typology; cluster analysis
Rights: © 2014 Westburn Publishers Ltd.
RMID: 0030024534
DOI: 10.1080/0267257X.2014.909513
Appears in Collections:Business School publications

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