Internal Market Orientation and strategy implementation

Managing People within organisations is a complex and intricate challenge that goes beyond organizational theories and Human Resource Management departments. For this reason, much insight can be gained from complementing the mainstream trends with other research fields. Following this premise, this Chapter shall approach People’s Management issues by focusing on the role Internal Marketing Orientation (IMO) as a key element that contribute to link the strategy design and its implementation. Internal Marketing and in particular IMO is an emerging paradigm that enables organisations to focus on the needs and wants of their employees by defining them as primary internal clients. To have the right people in the right job is crucial. Hence the importance of strategic design and implementation when considering Internal Marketing and when managing people within organizational settings. These concepts are interdependent and should not be seen within functional or separate organizational and research silos. Consequently, in order to be successful, any decided strategic direction must rely first and foremost on the alignment of its employees with its vision, mission and overall corporate objectives: ultimately with its business model. This focus on internal clients, through the alignment of goals and expectations, is what mainly makes possible the delivering of the promise of value offered by companies and organizations and influences not only the management of human capital but also the management of knowledge within organizational boundaries. In doing so, it has been empirically analyzed how IMO contributes to improve job satisfaction and employees’ commitment and therefore, the external market orientation and the satisfaction of final customers

Factors affecting loyalty of mobile social networks' users

Increasing world-wide trends of using mobile social networks and the rise of competition between different social applications makes it essential for social network providers and marketers to identify the key factors leading to user loyalty. The purpose of this paper is to identify the key factors that affect the loyalty of mobile social networks users. The proposed model was tested through structural equation modeling techniques and an online survey. The sample consisted of 388 mobile social networks users in Iran. The results indicate that sociability, entertainment and fashion are primary drivers of attitude toward a mobile social network. The results also show the significant role of attitude and satisfaction on consumer loyalty. This study helps both marketers and mobile social network providers know the key drivers of customer loyalty in order to tailor their marketing efforts and communication strategies

Determinants and Antecedents of Relationship Marketing Orientation

This study investigates the extent of Relationship Marketing Orientation (RMO) in the banking sector of Egypt. The need to deliver a superior value to bank customers has assumed paramount importance as competition intensifies at a fast pace and local consumers become more demanding. This study attempts to answer whether the bank’s ownership style will influence the extent of the bank’s relationship marketing orientation. This empirical study of 32 Egyptian banks is based on the antecedents and determinants of RMO elected from the literature. Findings suggest that different ownership of a bank may exert a different emphasis on RMO. The study reports that RMO is determined by ten antecedents of relationship marketing