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Record identifier : 567091
Personal Name - Primary Intelectual Responsibility : Davis, Jerome Paul
Title and statement of responsibility : The effects of internal marketing on service quality within collegiate recreational sport: A quantitative approach [Thesis]
Publication, Distribution,Etc. : The Ohio State University, 2005
Language of the Item : eng
Dissertation of thesis details and type of degree : Ph.D.
Body granting the degree : , The Ohio State University
Summary or Abstract : The relevance of internal marketing to service operations rests in the increased emphasis on service quality in customer oriented corporations. Customers no longer simply purchase products; they co-produce in service organizations (Prahalad & Ramaswamy, 2000). The co-production occurs through the front-line employees and the customer at the time of transaction, therefore, the customer buying experience must be understood from both the organizational and customer perspective (Iacobucci & Nordhielm, 2000). The idea of internal marketing views organizational members as both employees and customers of the organization, and since Berry (1981) introduced the concept no research method has been replicated and two perspectives have developed. This study examines internal marketing from an internal customer orientation within collegiate recreational sport. The purposes of this study were to determine relationships of employment status and perceptions of internal marketing, the relationships between involvement on perceptions of service quality and feedback, and to how employee perceptions of internal marketing impact service quality..
Topical Name Used as Subject : Recreation, Management, Marketing
Information of biblio record : TL
 
 
 
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