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Enhancing Customer Perceived Service Quality Through IMO Diffusion

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Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

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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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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