the "Home Team" Approach To Service Quality: Linking and Leveraging Communications Between Human Resources, Operations and Marketing

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Abstract

Many service organizations continue to struggle with concerns of service quality delivery. While internal marketing has been implemented in organizations as a method of supporting service quality, its effectiveness has been limited. We suggest that internal marketing must incorporate structural communication linkages between human resource management (HRM), operations management (OM) and marketing (MKT) in order to be more effective. Specifically, the HOME Team approach - with a coalescence of human resources, operations and marketing expertise - is suggested for improving the development and implementation of internal marketing strategies for service quality improvement. By formulating a team in which information on the "what" (MKT), "how" (OM) and "who" (HRM) of service quality is freely shared, used and communicated, the stage is set for the service provider to "be the brand" - that is, to be a tangible, physical representative of the brand in delivering quality services to the consumer. [ABSTRACT FROM AUTHOR] Copyright of Journal of Organizational Culture, Communications & Conflict is the property of Jordan Whitney Enterprises, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Author-supplied keywords

  • BRAND name products
  • COMMUNICATION in organizations
  • INTERNAL marketing
  • MARKETING
  • PERSONNEL management
  • QUALITY of service

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  • ISBN: 15440508
  • PMID: 47917549
  • PUI: 359001430
  • ISSN: 15440508
  • SCOPUS: 2-s2.0-77953497402
  • SGR: 77953497402

Authors

  • Ann B Little

  • David W Little

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