Publication - Theoretical Approach towards Internal Marketing and Customer-Oriented Behavior: A Developing World Perspective

Theoretical Approach towards Internal Marketing and Customer-Oriented Behavior: A Developing World Perspective

Noor ul Hadi

Abstract:

Capitalizing on the evolutionary and multi-dimensional character of internal marketing (IM), this study adds two new factors: informational justice and developmental opportunities, to IM literature. Justification for their inclusion comes from the researchers elaborating IM from time to time and also partly from the theory of Social Exchange. Based on this background, this research attempted to develop a conceptual model seeking support of Social exchange theory and partial support of Equity theory and social identity theory. The model is drawn by looking at the peculiarities of higher education industry on how to bring customer-oriented performance or Customer Oriented Behavior among faculty members. Present study incorporates mediating mechanism, organizational identification, deemed most relevant to influence customer-oriented behavior. With all the factors in place, the authors believe application of this model will be most useful for management of higher education institutions. Basically, it is a conceptual study of strategic nature, inviting scholars to follow the empirical path to authenticate the given model and extend the domain of internal marketing and customer-oriented behavior not only in public sector higher education but to other public and private service organizations.

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