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Enhancing Customer Perceived Service Quality Through IMO Diffusion

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Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…

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Abstract

This study integrates the social identity, the social learning and the psychological contract perspective in order to explore branch manager’s role for diffusing internal market orientation philosophy across store employees in a retail banking context. As branch managers constitute the main linking pin between contact employees and top management, we stress some employee-related gains from their IMO adoption as well as some contact employees’ behaviours which enhance customers’ perceptions of service quality.

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Author information

Authors and Affiliations

  1. Houston, USA

    Achilleas Boukis, Spiros Gounaris, Giannis Kostopoulos & Kostas Kaminakis

Authors
  1. Achilleas Boukis
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  2. Spiros Gounaris
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  3. Giannis Kostopoulos
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  4. Kostas Kaminakis
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Editors and Affiliations

  1. University of Houston-Clear Lake, Houston, TX, USA

    Leroy Robinson Jr.

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© 2015 Academy of Marketing Science

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Boukis, A., Gounaris, S., Kostopoulos, G., Kaminakis, K. (2015). Enhancing Customer Perceived Service Quality Through IMO Diffusion. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_240

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