The Relationship between Internal Marketing and Employee Performance in Telecommunication Industry in Malaysia

Abstract

Dynamism of growing competition, customers’ expectation and preferences, technological advances, and business propositions made many service organizations to think of a marketing approach to deliver satisfaction to the customers. Consequently, working in such altering environment requires the accurate sort of staff to survive. It is at this point that the concept of internal marketing and internal customer satisfaction arises. Existing literature provides a number of examples that illustrate how the internal marketing improves job satisfaction but no one had investigated the effect on the employee performance in Malaysian Telecommunication industry. This article aims to propose a theoretical framework to find the best relationship between internal marketing practices and employee performance. The framework presented is a first step towards a more holistic and theory-based approach to understanding the link between, internal marketing and employee performance. This framework also is designed to serve as a basis for future research in this area