THE MEDIATING ROLE OF INTERNAL CUSTOMER ORIENTATION ON THE RELATIONSHIP BETWEEN MANAGEMENT SUPPORT AND INTERNAL COMMUNICATION TO ORGANIZATION PERFORMANCE
คำสำคัญ:
Internal customer orientation, Management support, Internal communication, Organization performanceบทคัดย่อ
The paper sets out to discuss the relationship among management support, internal communication and firm performance mediating by internal customer orientation. Management support and internal communication have criticized as constraining certain internal customers, since customer variables being played a significant role in fostering marketing orientation in an organization. Nevertheless, since internal customer orientation is regarded as ultimate creators of products and services and creation of customer satisfaction. This paper posits that the joint occurrence of management support and internal communication lend to, rather than inhibit, internal customer orientation. Thus, the paper makes extension contribution to theoretical contribution of both existing Resourced Based View theory and Social Network theory. In closing, the initial ideas for future work are highlighted. Following this, successful implications are discussed and illustrated.
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