Internal marketing: a qualitative study of culture change in the UK banking sector

摘要: This paper discusses the findings of a qualitative study carried out in UK retail-bank sector on implementation Internal Marketing (IM). While overall aim is creation unified culture around values customer service, employee empowerment and service quality, evidence suggests that perceived enacted ways at times contradict such managerial rhetoric. The sheds light what internal marketing (its underlying principles within organisations studied), which banks studied use it order to change their organisational as well difficulties encountered implementing IM agent. It concludes under problematic does not result into organisation culture. Indeed, process fraught with difficulty, leads divisions, ruptures amb...