مقاله انگلیسی رایگان در مورد تاثیر بازاریابی داخلی بر رضایت مشتری در بازارهای اروپایی – الزویر ۲۰۱۸

elsevier

 

مشخصات مقاله
ترجمه عنوان مقاله تاثیر بازاریابی داخلی بر رضایت مشتری در بازارهای اروپایی
عنوان انگلیسی مقاله How internal marketing drive customer satisfaction in matured and maturing European markets?
انتشار مقاله سال ۲۰۱۸
تعداد صفحات مقاله انگلیسی ۹ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه الزویر
نوع نگارش مقاله مقاله پژوهشی (Research article)
مقاله بیس این مقاله بیس میباشد
نمایه (index) scopus – master journals – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF) ۲٫۵۰۹ (۲۰۱۷)
شاخص H_index (۲۰۱۸) ۱۴۴
شاخص SJR  (۲۰۱۸) ۱٫۲۶
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی، مدیریت منابع انسانی
نوع ارائه مقاله ژورنال
مجله / کنفرانس مجله تحقیقات تجاری – Journal of Business Research
دانشگاه School of Economics and Business – University of Sarajevo – Bosnia and Herzegovina
کلمات کلیدی بازاریابی داخلی، سازگاری هدف تابعی، فروشندگان، اتصال متقابل، رضایت مشتری، بازارهای رشد یافته، بازار متداول
کلمات کلیدی انگلیسی Internal marketing, Cross-functional goal compatibility, Salesperson, Cross-functional connectivity, Customer satisfaction, Matured markets, Maturing markets
شناسه دیجیتال – doi
http://dx.doi.org/10.1016/j.jbusres.2017.09.024
کد محصول E9339
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فهرست مطالب مقاله:
Abstract
۱ Introduction
۲ Theoretical background and hypotheses development
۳ Methods
۴ Analyses
۵ Discussion and implications
۶ Limitations and direction for future research
References

بخشی از متن مقاله:

Introduction

In today’s competitive business environment, salespeople’s collaborative efforts play a major role in building and sustaining buyer-seller relationships (Darmon, 2004). Importantly, efforts to build productive buyer-seller relationships and to execute customer-centric tasks require close collaboration between salespeople and members of other functional units within the organization; to the extent that achieving customer satisfaction demands collaborative exchanges between a diverse set of organizational members (Enz & Lambert, 2015; Steward, Walker, Hutt, & Kumar, 2010). While collaborative efforts between salespeople and members of other functional units may help create greater customer satisfaction outcomes, the nature of the sales function mandates that salespeople operate beyond the borders of their organization, which consequently limits their involvement in internal organizational social exchange processes (Dubinsky, Nataraajan, & Huang, 2004). As boundary spanners committed to forming and nurturing relationships with external customers, there is a risk that salespeople may become alienated from internal organizational stakeholders, potentially jeopardizing smooth collaborative exchanges between salespeople and members of other functional units (Tanner, Tanner, & Wakefield, 2015). Despite its importance to sales organizations, scholarly understanding of how and when internal collaborative exchanges between salespeople and other organizational members is developed and leveraged for customer satisfaction remains under-researched. To address this gap in the sales literature, this study draws insights from the intra-firm knowledge, social identity and social exchange literature (e.g. De Clercq & Sapienza, 2006; Floyd & Lane, 2000; Tajfel & Turner, 1979) to propose that customer satisfaction is enhanced when firms leverage resources across functional units to aid salespeople’s efforts to address customer needs. However, the process of satisfying customer needs is surrounded by evolving uncertainties with respect to the level of the resource contribution of key internal stakeholders. The knowledge exchange literature suggests that the resources under consideration (e.g. sales knowledge, market information, customer database, knowledge on competition) required to reduce this uncertainty about customer satisfaction creation is often dispersed across different functional units, usually used as a source of power, and therefore not readily shared among functional units (Kim & Mauborgne, 1998). Leveraging such dispersedly distributed resources to create a superior market offering requires collaborative exchanges among all organizational members in possession of such resources (Nonaka, 1994). On this front, this study proposes that internal marketing (IM) may play a vital role in fostering collaborative exchanges between salespeople and members of other functional units. The study argues that a firm’s ability to align and attain compatibility in terms of customer satisfaction goals across functional units is a channel through which IM can lead to customer satisfaction. Furthermore, following social identification and social exchange theories, this study argues that the effect of IM on customer satisfaction via cross-functional goal compatibility is strengthened when salespeople are effectively connected to other organizational members outside the sales function.

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