Measurement Of Internal Marketing Ingredients At Garment Enterprises In Thai Nguyen Province

ABSTRACT

The goal of internal marketing is to satisfy internal customers and retain employees. When internal customers are satisfied, they will become more loyal and committed to the company. Internal customers will be ready to serve to satisfy and create loyalty of customers outside the business. Thus, internal marketing needs to be done before doing external marketing. The function of internal marketing is that the internal communication between the business and its employees must function effectively before the business can succeed in realizing its goals in relation to the external market. This study aimed to measure the internal marketing components at garment enterprises in Thai Nguyen province. The data was collected from the survey results of officials and employees at garment enterprises in the province. The data were processed by the statistical software SPSS 22.0, the scale was tested by Cronbach Alpha coefficient and the exploratory factor analysis (EFA) model. As a result, there are seven internal marketing components at garment enterprises in Thai Nguyen province, including motivation and reward system, internal communications, staff selection, recruitment, staff training and development, support system, and employee empowerment.

Keywords: Measurement , Internal marketing , Garment enterprises , Garment industry , Thai Nguyen province.

Download PDF

View HTML

Print Article

How to cite:

Vancouver

Huong D T, Ngoc Huy D T. Measurement Of Internal Marketing Ingredients At Garment Enterprises In Thai Nguyen Province. J Organ Behav Res. 2021;6(2):73-88. https://doi.org/10.51847/zWARxTMSWh

APA

Huong, D. T., & Ngoc Huy, D. T. (2021). Measurement Of Internal Marketing Ingredients At Garment Enterprises In Thai Nguyen Province. Journal Of Organizational Behavior Research, 6(2),73-88. https://doi.org/10.51847/zWARxTMSWh

references

Ahmed, P. K., & Rafiq, M. (2003). Internal marketing issues and challenges. European Journal of Marketing, 37(9), 1177-1186.

Al-Dmour, H., Al-Jweinat, H., & ELSamen, A. (2012). Examining the psychometric properties of internal marketing concept: scale development and validation in Jordanian manufacturing sector. Jordan Journal of Business Administration, 8(4), 831-847.

Ballantyne, D. (1997). Internal networks for internal marketing. Journal of Marketing Management, 13(5), 343-366.

Chang, C. S., & Chang, H. H. (2007). Effects of Internal Marketing on Nurse Job Satisfaction and Organizational Commitment: Example of Medical Centers in Southern Taiwan. Journal of Nursing Research, 15(4), 265-274.

Che Ha, N., Bakar, R. A., & Jaafar, S. I. S. (2007). Internal Marketing Issues in Service Organizations in Malaysia. International Review of Business Research Papers, 3(5), 134-145.

Dat, P. M., Mau, N. D., Loan, B. T. T., & Huy, D. T. N. (2020). Comparative China Corporate Governance Standards After Financial Crisis, Corporate Scandals and Manipulation. Journal of Security & Sustainability Issues, 9(3).

Dunmore, M. (2002). Inside out Marketing: How to Create an Internal Marketing Strategy, e-book, ISBN 0749436638.

Fakhri, A., Baboli, M., Jahanbani, E., Karamianpoor, J., Binandeh, M., & Moradi-Joo, E. (2020). The Relationship between Perfectionism, Personality Type A and Meta-cognition with Job Burnout in Staff of Ahvaz Jundishapur University of Medical Sciences. Entomology and Applied Science Letters, 7(2), 26-34.

Foreman, S. K., & Money, A. H. (1995). Internal marketing: concepts, measurement and application. Journal of marketing management, 11(8), 755-768.

Hac, L. D., Huy, D. T. N., Thach, N. N., Chuyen, B. M., Nhung, P. T. H., Tran, D. T., & Tran, T. A. (2021). Enhancing risk management culture for sustainable growth of Asia commercial bank-ACB in Vietnam under mixed effects of macro factors. Entrepreneurship and Sustainability Issues, 8(3), 291.

Hang, N. T., & Huy, D. T. N. (2021). Better Risk Management of Banks and Sustainability-A Case Study in Vietnam. Revista Geintec-Gestao Inovacao e Tecnologias, 11(2), 481-490.

Hang, T. T. B., Nhung, D. T. H., Huy, D. T. N., Hung, N. M., & Pham, M. D. (2020). Where Beta is going–case of Viet Nam hotel, airlines and tourism company groups after the low inflation period. Entrepreneurship and Sustainability Issues, 7(3), 2282.

Hernandez-Diaz, A., Calderon-Abreu, T., Amador-Dumois, M., & Cordova-Claudio, M. (2017). Internal marketing and customer-contact employees’ attitudinal outcomes. Academia Revista Latinoamericana de Administración, 30(1), 124-143

Hien, D. T., Huy, D. T. N., & Hoa, N. T. (2021). Ho Chi Minh Viewpoints about Marxism Moral Human Resource for State Management Level in Vietnam. Psychology and Education Journal, 58(5), 2908-2914.

Hoang, N. T., & Huy, D. T. N. (2021). Determining factors for educating students for choosing to work for foreign units: Absence of self-efficacy. JETT, 12(2), 11-19.

Hoseini, S. A., & Haghighi, M. (2020). Evaluating the effect of product marketing mix on the export of mineral products. Journal of Advanced Pharmacy Education & Research, 10(2), 203-208.

Huy, D. T. N. (2015). The critical analysis of limited south Asian corporate governance standards after financial crisis. International Journal for Quality Research, 9(4),741-764.

Huy, D. T. N., & Hang, N. T. (2021). Factors that affect Stock Price and Beta CAPM of Vietnam Banks and Enhancing Management Information System–Case of Asia Commercial Bank. REVISTA Geintec-Gestao Inovacao E Tecnologias, 11(2), 302-308.

Huy, D. T. N., Hanh, N. T. T., Hang, N. T., Nhung, P. T. H., Thao, N. T. P., Han, L. T., & Sang, D. T. (2021). General Solutions for Enhancing Quality of Teachers During Globalization in Emerging Markets Including Vietnam-and Some Pedagogy Psychological Issues. Psychology and Education Journal, 58(4), 2343-2349.

Huy, D. T. N., Van, P. N., & Ha, N. T. T. (2021). Education and computer skill enhancing for Vietnam laborers under industry 4.0 and evfta agreement. Ilkogretim Online, 20(4), 1033-1038.

Imankhan, N., & Charakdar, S. (2014). Analysis of the relationship between internal marketing and customer focus on employees among Sepah bank branches. European Online Journal of Natural and Social Sciences: Proceedings, 2(3 (s)), pp-2345.

Kale, S. H. (2007). Internal marketing: An antidote for Macau's labor shortage. UNLV Gaming Research & Review Journal, 11(1), 1-11.

Ong’unya, G. O., Kowa, J. B., Wakibi, A., & Ssenyange, K. (2019). The influence of internal marketing and job satisfaction on quality service delivery in a public health sector: A case study of a local government organization in Uganda. African Journal of Business Management, 13(9), 309-317.

Slovin, E. (1960). Slovin’s Formula for Sampling Technique. Available from: https://prudencexd.weebly.com/

Sousa, J. P., Krot, K., & Rodrigues, R. G. (2018). Internal marketing and organisational performance of SMEs in the EDV industrial sector. Engineering Management in Production and Services, 10(1), 55-64.

Tabachnick, B. G., & Fidell, L. S. (2012). Using Multivariate Statistics. 6th Edition, Person Education, Boston.

Tinh, D. T., Thuy, N. T., & Ngoc Huy, D. T. (2021). Doing Business Research and Teaching Methodology for Undergraduate, Postgraduate and Doctoral Students-Case in Various Markets Including Vietnam. Elementary Education Online, 20(1), 1414-1418. doi:10.17051/ilkonline.2021.01.148

Thai Nguyen Provincial Business Association (2016-2020), Thai Nguyen Province Business Activity Report.

Thai Nguyen Provincial Statistics Office (2016-2020), Thai Nguyen Provincial Statistical Yearbook.

Thang, N. V. (2015). Textbook of practical research in economics and business administration, National Economics University Publishing House.

Thi Hang, N., Thi Tinh, D., Ngoc Huy, D. T., & Hong Nhung, P. T. (2021). Educating and training labor force Under Covid 19; Impacts to Meet Market Demand in Vietnam during Globalization and Integration Era. Journal for Educators, Teachers and Trainers, 12(1), 179-184. doi:10.47750/jett.2021.12.01.023

ThiHoa, N., Hang, N. T., Giang, N. T., & Huy, D. T. N. (2021). Human resource for schools of politics and for international relation during globalization and EVFTA. Ilkogretim Online, 20(4), 1386-96.

Trong, H., & Ngoc, C. N. M. (2008). Analysis of research data with SPSS. Hong Duc Publishing House, Ho Chi Minh City.

Van Tuan, P., Huy, D. T. N., & Duy, P. K. (2021). Impacts of Competitor Selection Strategy on Firm Risk-Case in Vietnam Investment and Finance Industry. Revista Geintec-Gestao Inovacao E Tecnologias, 11(3), 127-135.