The Applicability Of Internal Marketing Factors To Boost Internal Service Quality

Mohd Sulaiman, Nurul Akmal (2014) The Applicability Of Internal Marketing Factors To Boost Internal Service Quality. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, the concept of internal marketing has been applied well to only certain company. More than 30 years ago, internal marketing have been proposed as the first solution to solve the problem in delivering high Internal Service Quality (ISQ). The purpose of this research is to examine the applicability of Internal marketing (IM) factors in relation to the Internal Service Quality (ISQ) of the company. In this study, Pos Malaysia Berhad Company is selected among the company in Malaysia to investigate how the Internal Marketing element and the anticipated Internal Service Quality relate in the company. The research applies six internal marketing practices in terms of employee motivation, effective communication, employee selection, employment development, support system and healthy work environment; and the delivered internal service quality. A series of interview is conducted to collect the 103 respondents answers, while the data collected is analyzed quantitatively by using the Factor Analysis and Multiple Regression Analysis. The results indicate that there is a positive relation between the elements of the Internal Market and the anticipated Internal Service Quality in variable magnitude. In addition to that, the research shows that the support system has effected the changes in Internal Service Quality the most. Service providers are advised to apply the Internal Marketing to foster a better external service quality because in order to satisfy the customer, the company has to satisfy the employee first.

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