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Internal Marketing in the UK Retail Banking Sector: Rhetoric or Reality?

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Abstract:

The article sheds light on the relationship between internal marketing rhetoric and its practice within the UK retail bank sector and addresses a deficiency in the current internal marketing literature particularly in terms of implementation. A practitioner view is explored through data generated by in-depth qualitative interviews with thirty-five branch managers and twenty-one employees. The study produced some interesting findings structured in the form of relationships which highlighted the distinct nature of the internal marketing practice within the specific sector. This article sheds light on the six emergent relationships. The examination of the relationship between the rhetoric and practice of internal marketing within the UK retail bank industry raises some criticisms regarding the motives behind the adoption of internal marketing and the current implementation approach adopted by these organisations. The study's conclusions can be used as an outline agenda for future research aimed at strengthening internal marketing's legitimacy in the academic literature and highlighting its contribution to practitioners.

Keywords: CUSTOMER ORIENTATION; INTERNAL MARKETING; SERVICE QUALITY; UK BANK SECTOR

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725703763772024

Publication date: February 1, 2003

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