How Internal Marketing Drive Customer Satisfaction in Matured and Maturing European Markets?
- Autor(en)
- Selma Kadić-Maglajlić, Nathaniel Boso, Milena Micevski
- Abstrakt
This study examines the indirect effect of internal marketing, via cross-functional goal compatibility, on customer satisfaction at differing levels of salesperson cross-functional connectivity, across matured and maturing market contexts. Using data from salespeople in a large financial services organization operating in matured Central European and maturing South and Eastern European markets, the study finds that the effect of internal marketing on customer satisfaction is mediated by cross-functional goal compatibility in both markets. In addition, the results show that at high levels of cross-functional connectivity, the effect of goal compatibility on customer satisfaction is strengthened in maturing markets. The theoretical and practical implications of these findings are discussed.
- Organisation(en)
- Institut für Rechnungswesen, Innovation und Strategie
- Externe Organisation(en)
- University of Sarajevo, Kwame Nkrumah University of Science and Technology
- Journal
- Journal of Business Research
- Band
- 86
- Seiten
- 291-299
- Anzahl der Seiten
- 9
- ISSN
- 0148-2963
- DOI
- https://doi.org/10.1016/j.jbusres.2017.09.024
- Publikationsdatum
- 10-2017
- Peer-reviewed
- Ja
- ÖFOS 2012
- 502052 Betriebswirtschaftslehre, 502019 Marketing
- Schlagwörter
- ASJC Scopus Sachgebiete
- Marketing
- Link zum Portal
- https://ucrisportal.univie.ac.at/de/publications/8e3a9418-aecd-41a9-b32f-2ad85a517988