Version 1
: Received: 21 October 2024 / Approved: 21 October 2024 / Online: 22 October 2024 (09:42:53 CEST)
How to cite:
Qaisar, F. S.; Muhamad, N.; Sumardi, W. A. Internal Marketing and Transformational Leadership Influence on Employee Customer Orientation: A Mediation Model. Preprints2024, 2024101646. https://doi.org/10.20944/preprints202410.1646.v1
Qaisar, F. S.; Muhamad, N.; Sumardi, W. A. Internal Marketing and Transformational Leadership Influence on Employee Customer Orientation: A Mediation Model. Preprints 2024, 2024101646. https://doi.org/10.20944/preprints202410.1646.v1
Qaisar, F. S.; Muhamad, N.; Sumardi, W. A. Internal Marketing and Transformational Leadership Influence on Employee Customer Orientation: A Mediation Model. Preprints2024, 2024101646. https://doi.org/10.20944/preprints202410.1646.v1
APA Style
Qaisar, F. S., Muhamad, N., & Sumardi, W. A. (2024). Internal Marketing and Transformational Leadership Influence on Employee Customer Orientation: A Mediation Model. Preprints. https://doi.org/10.20944/preprints202410.1646.v1
Chicago/Turabian Style
Qaisar, F. S., Nazlida Muhamad and Wardah Azimah Sumardi. 2024 "Internal Marketing and Transformational Leadership Influence on Employee Customer Orientation: A Mediation Model" Preprints. https://doi.org/10.20944/preprints202410.1646.v1
Abstract
This paper explores the effects of internal marketing practices and transformational leadership on employee customer-oriented behaviour. It uses social exchange and broadened-and-build theories to extend the motivation-opportunity-ability framework to the internal marketing and customer-oriented behaviour literature. Basic psychological needs theory is applied to refine the conceptualisation of internal marketing practices for a more holistic view of employee needs by including spiritual needs. Survey data from 174 frontline employees from the service sector in Pakistan is analysed using PLS-SEM. Results reveal a positive influence of internal marketing practices and transformational leadership on employee customer-oriented behaviour. Specific internal marketing practices and strategies are offered.
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
