Please use this identifier to cite or link to this item:
Title: Effect of internal marketing mix on healthcare, banking and educational service performance
Authors: Selvarasu, A.
Keywords: Marketing -- Case studies
Medical care -- Case studies
Banks and banking -- Case studies
Education -- Case studies
Issue Date: 2017
Publisher: ISMASYSTEMS Scientific Research
Citation: Selvarasu, A. (2017). Effect of internal marketing mix on healthcare, banking and educational service performance. International Journal of Finance, Insurance and Risk Management, 7(1), 1255-1267.
Abstract: The explorative study on the effect of internal marketing mix on the involvement of internal customer with a giant metaphor mix using projective technique was an innovative research. Internal Marketing influencers such as vision, development, reward, empowerment and internal communication on internal customers’ services support, brand partnership and corporate ownership have been studied for its strength of relationships. The components of IM Mix have been matched with the giant metaphor mix such as the balance, journey, transformation, connection, container, resources and control. The study areas have been maintained as healthcare, banking and educational services. The findings of the study have given scope for improving the existing scale for measuring IM Mix for services.
Appears in Collections:Volume 7, Issue 1, 2017

Files in This Item:
File Description SizeFormat 
Effect_of_internal_marketing_mix_on_healthcare_banking_and_educational_service_performance.pdf764.56 kBAdobe PDFView/Open

Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.