Language:

Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center

PloS one, 2023-08, Vol.18 (8), p.e0286021-e0286021 [Peer Reviewed Journal]

Copyright: © 2023 Xu et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. ;COPYRIGHT 2023 Public Library of Science ;2023 Xu et al 2023 Xu et al ;2023 Xu et al. This is an open access article distributed under the terms of the Creative Commons Attribution License: http://creativecommons.org/licenses/by/4.0/ (the “License”), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited. Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 1932-6203 ;EISSN: 1932-6203 ;DOI: 10.1371/journal.pone.0286021 ;PMID: 37561768

Full text available

Citations Cited by

Actions
1. Add to My Research
2. Remove from My Research
3. E-mail
4. Print
5. Permalink
6. Citation
7. EasyBib
8. EndNote
9. RefWorks
10. Delicious
11. Export RIS
12. Export BibTeX

Title:
Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center
Author: Xu, Shi Qi ; Zhou, Lian ; Kim, Seong Hun ; Chung, Dong-Hwa ; Li, Zhen
Trzebiński, Wojciech
Subjects: Biology and Life Sciences ; Brand loyalty ; Business competition ; Communication ; Competitive advantage ; Consumer Behavior ; Consumers ; Customer satisfaction ; Customer services ; Customers ; Employees ; Evaluation ; Human resource management ; Humans ; Internal customers ; Investigations ; Job satisfaction ; Management ; Market strategy ; Marketing ; Marketing - methods ; Orientation ; Personal Satisfaction ; Physical Sciences ; Profitability ; Quality of service ; Research and Analysis Methods ; Service industries ; Services industry ; Social Sciences ; Sports & recreation clubs ; Sports facilities ; Surveys and Questionnaires
Is Part Of: PloS one, 2023-08, Vol.18 (8), p.e0286021-e0286021
Description: With the concept of "healthy lifestyle" deeply rooted in people's minds, the sports service industry is thriving, which has resulted in intense competition. The sports service industry must improve its service quality to be competitive. Customer orientation is the key factor for enterprises to gain competitive advantage. With the in-depth understanding of internal marketing in the service industry. Managers have realized that treating employees as internal consumer is a good way to improve their satisfaction and gain customer orientation. However, what internal marketing strategies will have a positive effect on internal consumer satisfaction and customer orientation of private-owned sports center employees are still unclear. In this investigation, a total of 326 employees from the private-owned sports center were used to investigate the effects of internal marketing strategies on internal consumer satisfaction and customer orientation. All employees were asked to complete a questionnaire on 5-point scale. A path model was used to investigate the direct and indirect effects of hypothetical measurements on internal consumer satisfaction and customer orientation. The findings suggested that internal communication, administrative support, and educational training were important factors affecting internal consumer satisfaction and customer orientation. We concluded that the implementation of internal marketing strategies could improve internal consumer satisfaction and customer orientation, and higher levels of internal consumer satisfaction will encourage employees to have higher degrees of customer orientation. Therefore, the implementation of internal marketing strategy was beneficial to the development of private-owned sports centers.
Publisher: United States: Public Library of Science
Language: English
Identifier: ISSN: 1932-6203
EISSN: 1932-6203
DOI: 10.1371/journal.pone.0286021
PMID: 37561768
Source: Open Access: PubMed Central
PLoS (Open access)
Geneva Foundation Free Medical Journals at publisher websites
AUTh Library subscriptions: ProQuest Central
MEDLINE
Directory of Open Access Journals

Back to results list


INSPIRE LIBRARY - TON DUC THANG UNIVERSITY	(84-028) 37 755 057	Feedback
19 Nguyen Huu Tho St. Dist.7, HCM	thuvien@tdtu.edu.vn	Feedback

Internal marketing analysis for improving the internal consumer satisfaction and customer orientation of employees in private-owned sports center

Searching Remote Databases, Please Wait