IMPACT OF IM ON LOYALTY, PROMOTION AND CUSTOMER RELATIONSHIP CONSIDERING THE MEDIATING ROLES OF TRAINING, MOTIVATION AND REWARD /
Ibrahim, Mustafa Sabah
IMPACT OF IM ON LOYALTY, PROMOTION AND CUSTOMER RELATIONSHIP CONSIDERING THE MEDIATING ROLES OF TRAINING, MOTIVATION AND REWARD / MUSTAFA SABAH IBRAHIM; SUPERVISOR: PROF. DR. MEHMET YESILTAS - 168 sheets; 31 cm. Includes CD
Thesis (PHD) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 151-163)
ABSTRACT
At present, the issue of internal marketing (IM) and service quality (SQ) has gained a great attention for organizations owing to the upward development of the service industries. IM can be defined as an approach that has the potential to positively influence employees' delivery of quality service steadily. It’s also believed that IM has a wide influence on the behaviour of the employees, as well as commitment of employees towards the organization. The main intention of the present research is to elaborate the impact of IM strategy on loyalty of employees, customer relationship and employee promotion simultaneously studying the mediating role of employee “motivation and reward” and training in Multinational Beverage Company operating in Iraq. A total of 375 questionaries were collected among the employees of the company utilizing an articulated questionnaire derived from prior study. Findings in the research disclose that the mediating role of Motivation and Reward has the utmost effect in IM and employee loyalty (EL) of the firm, whereas a convincing movement of training is indicated on customer relationship and promotion. This proves that employees with sufficient training can convey customer with quality service besides having a better communication with them to confirm the elevation of the vision of the organization.
Customer relations--Dissertations, Academic
Marketing--Dissertations, Academic
Loyalty--Dissertations, Academic
Training--Dissertations, Academic
IMPACT OF IM ON LOYALTY, PROMOTION AND CUSTOMER RELATIONSHIP CONSIDERING THE MEDIATING ROLES OF TRAINING, MOTIVATION AND REWARD / MUSTAFA SABAH IBRAHIM; SUPERVISOR: PROF. DR. MEHMET YESILTAS - 168 sheets; 31 cm. Includes CD
Thesis (PHD) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 151-163)
ABSTRACT
At present, the issue of internal marketing (IM) and service quality (SQ) has gained a great attention for organizations owing to the upward development of the service industries. IM can be defined as an approach that has the potential to positively influence employees' delivery of quality service steadily. It’s also believed that IM has a wide influence on the behaviour of the employees, as well as commitment of employees towards the organization. The main intention of the present research is to elaborate the impact of IM strategy on loyalty of employees, customer relationship and employee promotion simultaneously studying the mediating role of employee “motivation and reward” and training in Multinational Beverage Company operating in Iraq. A total of 375 questionaries were collected among the employees of the company utilizing an articulated questionnaire derived from prior study. Findings in the research disclose that the mediating role of Motivation and Reward has the utmost effect in IM and employee loyalty (EL) of the firm, whereas a convincing movement of training is indicated on customer relationship and promotion. This proves that employees with sufficient training can convey customer with quality service besides having a better communication with them to confirm the elevation of the vision of the organization.
Customer relations--Dissertations, Academic
Marketing--Dissertations, Academic
Loyalty--Dissertations, Academic
Training--Dissertations, Academic