Skip to Main Content
 

Global Search Box

 
 
 
 

Files

File List


osu1117635299.pdf (527.54 KB)

ETD Abstract Container

Abstract Header

The effects of internal marketing on service quality within collegiate recrational sport: A quantitative approach

Davis, Jerome Paul
http://rave.ohiolink.edu/etdc/view?acc_num=osu1117635299

Abstract Details

2005, Doctor of Philosophy, Ohio State University, Physical Activity and Educational Services.
The relevance of internal marketing to service operations rests in the increased emphasis on service quality in customer oriented corporations. Customers no longer simply purchase products; they co-produce in service organizations (Prahalad & Ramaswamy, 2000). The co-production occurs through the front-line employees and the customer at the time of transaction, therefore, the customer buying experience must be understood from both the organizational and customer perspective (Iacobucci & Nordhielm, 2000). The idea of internal marketing views organizational members as both employees and customers of the organization, and since Berry (1981) introduced the concept no research method has been replicated and two perspectives have developed. This study examines internal marketing from an internal customer orientation within collegiate recreational sport. The purposes of this study were to determine relationships of employment status and perceptions of internal marketing, the relationships between involvement on perceptions of service quality and feedback, and to how employee perceptions of internal marketing impact service quality. Two distinct groups were examined: 270 (40 full-time and 230 part-time) employee subjects and 275 participants. The examination of full-time employees was a complete census while the part-time employees and participants were selected via a random sample. A total of 123 (45%) employees and 73 (27%) participants completed the survey instrument. Two instruments were utilized for this study: the participant instrument contained three sections (service quality, feedback, and demographics) and the employee instrument also included a section on internal marketing. The instrument for all subjects was distributed via email four times over eight days. MANOVA and multivariate regression were utilized in the study. The results failed to demonstrate significance on perceptions of internal marketing amongst employees. However, the results indicated differences exist on perceptions of service quality and feedback based upon involvement with the organization (full-time employee, part-time employee, and participant). The multivariate regression results demonstrated that the dimensions of internal marketing developed for this study greatly impacted service quality.
Donna Pastore (Advisor)
Recreation
Internal Marketing; Service Quality; Feedback; Service Blind; Recreational Sport

Recommended Citations

Citations

  • Davis, J. P. (2005). The effects of internal marketing on service quality within collegiate recrational sport: A quantitative approach [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1117635299

    APA Style (7th edition)

  • Davis, Jerome. The effects of internal marketing on service quality within collegiate recrational sport: A quantitative approach. 2005. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1117635299.

    MLA Style (8th edition)

  • Davis, Jerome. "The effects of internal marketing on service quality within collegiate recrational sport: A quantitative approach." Doctoral dissertation, Ohio State University, 2005. http://rave.ohiolink.edu/etdc/view?acc_num=osu1117635299

    Chicago Manual of Style (17th edition)

osu1117635299
30,463
© 2005, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.