Abstract
Internal marketing and trust have attracted significant attention in marketing literature over the course of the last two decades. The focus of internal marketing is the management of relationships between employees in order to have motivated and customer conscious personnel (Gronroos 1981). Trust is considered a fundamental ingredient in the development and maintenance of all organisational relationships (Svensson 2001). Therefore, higher levels of trust should enhance the success of internal marketing. The purpose of this paper is to examine trust and internal marketing through a content analysis of research conducted within one case organisation over the past five years. As a result of the analysis preliminary propositions are developed to be tested in an in-depth case study of the organisation.
Original language | English |
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Title of host publication | ANZMAC 2006 |
Subtitle of host publication | Advancing Theory, Maintaining Relevance |
Editors | Yunus Ali, Maria van Dessel |
Place of Publication | Brisbane, Australia |
Publisher | Queensland University of Technology |
Pages | 1-8 |
Number of pages | 8 |
ISBN (Electronic) | 1741091399 |
Publication status | Published - 2006 |
Event | Australian and New Zealand Marketing Academy Conference - Brisbane, Australia, Australia Duration: 04 Dec 2006 → 06 Dec 2006 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Country/Territory | Australia |
Period | 04/12/06 → 06/12/06 |