Internal‐market orientation: a misconceived aspect of marketing theory

摘要: Purpose – Although many authors argue that practising marketing internally facilitates the implementation of market orientation concept, systematic empirical research to explore validity argument remains surprisingly scarce. Hence, purpose this paper is investigate empirically relationship between (MO) and internal‐market (IMO) as well their joint effect on customer satisfaction.Design/methodology/approach The findings ground data collected from dyads financial services providers customers. former provided information pertaining company's degree MO IMO adoption perceived employee value, while latter were asked about service quality satisfaction with provider. In total 127 are employed in analysis.Findings show two inter‐related concepts, probably falling under philosophy umbrel...