Impact of internal marketing efforts on teaching service quality in the tertiary education sector of Pakistan

Abstract

The marketers, due to intense competition, have realized that the single asset which could give competitive edge to an organization is its human resource. Undoubtedly, the human resource is the vital competing force and a life blood for service sector organizations in particular, because they are the sole interface between organization and customers. The organizations, based on this ideology, are convinced to focus their efforts on its employees as internal customers to turn them into satisfied employees. Today’s managers, by doing so, could attain the consumers’ satisfaction, in other words the external customers. This study seeks to enhance the understanding of the domain of the internal marketing (IM) efforts of education service providers in a developing country. It aims to expose IM tactics the universities use to motivate its teaching staff and to discover its effect on the Teaching service quality. Using Foreman and Mooney scale (1995), data have been collected from the university teachers in regards to their perception on IM services. The collected responses were then analysed by using one way Analysis of Variance ANOVA and Multiple Regression. The result showed that four IM factors - Employee training, rewards, performance appraisal and communication having significant and positive relation with teaching service quality.