ABSTRACT

Internal marketing is a method of cultivating high-level employee performance. However, the concept is marred with confusion due to the wide range of definitions and consequent implementation challenges. We reviewed the literature on internal marketing published between 1980 and 2020, using a theory, context and method framework. We found that scholars have not paid attention to the utilization of an established framework for construct operationalization. We advocate for the application of self-determination theory as a framework for operationalizing internal marketing. In addition, based on the identified research gaps, we propose several ideas for future research directions.

摘要

内部营销是培养高水平员工绩效的一种方法。但是，由于定义范围广泛以及随之而来的实施挑战，因此使该概念混乱不清。我们使用理论，上下文和方法框架回顾了1980年至2020年之间发表的有关内部营销的文献。我们发现，学者们并未将注意力集中在利用已建立的框架进行结构化操作上。我们主张将自决理论作为内部营销运作的框架。此外，基于已发现的研究空白，我们提出了一些未来研究方向的想法。