Abstract
Given that Internal Market Orientation (IMO) can be an antecedent of Job Satisfaction (JS), the aim of this study is to understand how to manifest the sub dimensions of the internal market orientation in the public service through qualitative research with fire inspectors in a Military Fire Department (MFD) in Brazil. We followed the theoretical model applied by Gounaris Journal of Business Research, 59, 432–448, (2006) and we interviewed 32 fire inspectors. Our choice of this organization was due to the importance of the work performed, given the direct relationship with life and the assets of the taxpayer and the need for inspection of all buildings by the Military Fire Department. Therefore, understanding the manifestation of the Internal Marketing Orientation Sub dimensions of the public sector’s inspection sector is relevant to the achievement of excellence in their missions. The research converges with the literature showing that respondents had indicators for all sub-dimensions of Internal Marketing Orientation.
Similar content being viewed by others
References
Abzari, M., & Ghujali, T. (2011). Examining the impact of internal marketing on organizational citizenship behavior. International Journal of Marketing Studies, 3(4), 95–104.
Abzari, M., Ghorbani, H., & Madani, F. A. (2011). The effect of internal marketing on organizational commitment from market-orientation viewpoint in hotel industry in Iran. International Journal of Marketing Studies, 3(1), 147–155.
Ahmed, P. K., Rafiq, M., & Saad, N. M. (2003). Internal marketing and the mediating role of organisational competencies. European Journal of Marketing, 37(9), 1221–1241.
Amirkhanyan, A. A., Meier, K. J., & O'Toole, L. J. (2017). Managing in the regulatory thicket: Regulation legitimacy and expertise. Public Administration Review, 77(3), 381–394.
Andrews, R., & Boyne, G. (2010). Debate better public services: The moral purpose of public management research? Public Management Review, 12(3), 307–321.
Anokise, U., & Ahmed, P. K. (2009). Internal marketing: Focus on practice. International Journal of Management Practice, 3(4), 369–382.
Berry, L. L. (1987). Big ideas in services marketing. Journal of Service Marketing, 1(1), 5–10.
Boukis, A., Gounaris, S., & Lings, I. (2017). Internal market orientation determinants of employee brand enactment. Journal of Services Marketing, 31(7), 690–703.
Boyne, G. A. (2004). Explaining public service performance: Does management matter? Public Policy and Administration, 19(4), 100–117.
Boyne, G., Day, P., & Walker, R. (2002). The evaluation of public service inspection: A theoretical framework. Urban Studies, 39(7), 1197–1212.
Buelens, M., & Van den Broeck, H. (2007). An analysis of differences in work motivation between public and private sector organizations. Public Administration Review, 67(1), 65–74.
Bullock, J. B., Stritch, J. M., & Rainey, H. G. (2015). International comparison of public and private employees’ work motives, attitudes, and perceived rewards. Public Administration Review, 75(3), 479–489.
Caemmerer, B., & Wilson, A. (2011). An exploration of the service orientation discrepancy phenomenon in a public sector context. The Service Industries Journal, 31(3), 355–370.
Cerase, F. P., & Farinella, D. (2009). Public service motivation: How does it relate to management reforms and changes in the working situation of public organizations? A case study of the Italian revenue agency. Public Policy and Administration, 24(3), 281–308.
Eisenhardt, K. M., & Graebner, M. E. (2007). Theory building from cases: Opportunities and challenges. Academy of Management Journal, 50(1), 25–32.
Farias, S. A. (2010). Internal marketing (IM): A literature review and research propositions for service excellence. Brazilian Business Review, 7(2), 99–115.
Gounaris, S. P. (2006). Internal-market orientation and its measurement. Journal of Business Research, 59, 432–448.
Gounaris, S. P. (2008). Antecedents of internal marketing practice: Some preliminary empirical evidence. International Journal of Service Industry Management, 19(3), 400–434.
Gounaris, S. P., Avlonitis, G. J., & Papastathopoulou, P. (2004). Managing a firm’s behavior through market orientation development: Some empirical finding. Europe Journal of Marketing, 38(11/12), 1481–1508.
Gronroos, C. (1982). Strategic management and marketing in the service sector (pp. 156–234). Swedish School of Economics and Business Administration: Helsingfors.
Hodgkinson, I. R. (2013). Are generic strategies ‘fit for purpose’ in a public service context? Public policy and administration, 28(1), 90–111.
Hogg, G., & Carter, S. (2000). Employee attitudes and responses to internal marketing. Internal marketing: Directions for management, 109–124.
Hood, C. (1991). A public management for all seasons? Public Administration, 69(1), 3–19.
Lings, I. (2000). Internal marketing and supply chain management. Journal of Services Marketing, 14(1), 27–43.
Lings, I. (2004). Internal market orientation: Constructs and consequences. Journal of business. Resource, 57(4), 405–413.
Lings, I., & Greenley, G. E. (2005). Measuring internal market orientation. Journal of Service Research, 7(3), 290–305.
Mainardes, E. W., & Cerqueira, A. S. (2016). Measuring the internal-market orientation in the public sector. Public Organization Review, 16(2), 179–197.
Mawby, R. C., & Worthington, S. (2002). Marketing the police–from a force to a service. Journal of Marketing Management, 18(9–10), 857–876.
Osborne, D., & Gaebler, T. (1992). Reinventing government – How the entrepreneurial spirit is transforming the public sector. Reading, MA: Addison-Wesley.
Parker, R., & Bradley, L. (2000). Organisational culture in the public sector: Evidence from six organisations. The International Journal of Public Sector Management, 13(2), 125–137.
Perry, J., & Porter, L. (1982). Factors affecting the context for motivation in public organizations. Academy of Management Review, 7(1), 89–98.
Piercy, N. (1995). Customer satisfaction and the internal market: Marketing our customers to our employees. Journal Marketing Practical Application Marketing Science, 1(1), 22–44.
Pitt, L. F., & Foreman, S. K. (1999). Internal marketing role in organizations: A transaction cost perspective. Journal of Business Research, 44(1), 25–36.
Pollitt, C. A. (2004). Public management reform: A comparative analysis. Oxford University Press.
Rafiq, M., & Ahmed, P. K. (2000). Advances in the internal marketing concept: Definition, synthesis and extension. Journal of Services Marketing, 14(6), 449–462.
Robertson, P., & Seneviratne, S. (1995). Outcomes of planned organizational change in the public sector: A meta-analytic comparison to the private sector. Public Administration Review, 55(6), 547–558.
Sahi, G. K., Gupta, M. C., & Lonial, S. C. (2016). Relating strategic market orientation and market performance: Role of customer value types. Journal of Strategic Marketing, 1–21.
Schneider, B., Hanges, P. J., Smith, D. B., & Salvaggio, A. N. (2003). Which comes first: Employee attitudes or organizational financial and market performance? Journal of Applied Psychology, 88(5), 836–851.
Schulz, S. A., Martin, T., & Meyer, H. M. (2017). Factors influencing organization commitment: Internal marketing orientation, external marketing orientation, and subjective well-being. Journal of Management Development, 36(10), 1294–1303.
Shekary, G. A., Moghadam, S. K., Adaryany, N. R., & Adaryany, I. H. (2012). The impact of internal marketing on organizational commitment in banking industry through structural equation modeling. Interdisciplinar. The Journal of Consumer Research, 3(9), 18–28.
Slater, S. F., & Narver, J. C. (1999). Market-oriented is more than being customer-led. Strategic Management Journal, 20, 1165–1168.
Snyder, M., & Osland, J. (1996). Public and private organizations in Latin America: A comparison of reward preferences. The International Journal of Public Sector Management, 9(2), 15–24.
Walker, R. M., Brewer, G. A., Boyne, G. A., & Avellaneda, C. N. (2011). Market orientation and public service performance: New public management gone mad? Public Administration Review, 71(5), 707–717.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Cerqueira, A.d., Mainardes, E.W. Internal-market orientation and job satisfaction in the public sector: a case study of fire inspectors in Brazil. Int Rev Public Nonprofit Mark 15, 143–160 (2018). https://doi.org/10.1007/s12208-018-0195-5
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s12208-018-0195-5