Does internal marketing improve service quality in call centres?

N Malhotra, A Mukherjee

Research output: Chapter in Book/Report/Conference proceedingConference publication

Abstract

Although internal marketing has been conceptually argued to improve service quality, empirical evidence in this respect has been limited. This research investigates the relationship between rewards, which are a key component of internal marketing paradigm, and service quality of frontline employees in banking call centres. In this context, the authors develop hypotheses with the help of literature review, and empirically examine the effects of various extrinsic and intrinsic rewards on service quality. The results indicate that intrinsic rewards have greater effect on service quality than extrinsic rewards, which offer managerial implications and directions for future research.
Original languageEnglish
Title of host publicationANZMAC 2006 conference proceedings
PublisherANZMAC
ISBN (Print)1-74107-159-3
Publication statusPublished - 2006
EventAustralian and New Zealand Marketing Academy Conference 2006 - Brisbane, Australia
Duration: 4 Dec 20066 Dec 2006

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference 2006
Abbreviated titleANZMAC
CountryAustralia
CityBrisbane
Period4/12/066/12/06

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  • Cite this

    Malhotra, N., & Mukherjee, A. (2006). Does internal marketing improve service quality in call centres? In ANZMAC 2006 conference proceedings ANZMAC.