Internal Marketing for Orientation Social Services
The article “The importance of an internal marketing orientation in social services” (International Journal of Nonprofit and Voluntary Sector Marketing, 14:285-295, 2009), it’s a recent article with only three years, and many of the references that are used in this article are researchers well known in their field of work. Both of the two researchers have a PhD in Marketing from the University of South Florida and also both have already published several articles in various Marketing Journals.
This article states that this research took an interdisciplinary approach to examine the role of emotions in the successful delivery of social services. Data collected from 533 surveys frontline social service providers reveled that emotional intelligence mediates the relationship between emotional labor and job stress, which in-turn impacts job performance. These findings have revealed that an internal marketing orientation is needed to better match the organization’s products, with is internal customers, and in-turn improve the quality of its offerings to its external customers.
In the last decades there have been dramatic changes in the role of the social service provider. In first place there’s a lack of skilled personnel and also a financial pressure to cut cost, second social services organizations are moving from employees to contract full time staffing and last, tele-social workers who deliver social services via computer aided communications have emerged in an effort to reach individuals in rural areas. This dynamic environment brings the importance of creating an internal marketing orientation in which the companies recognize that the job is the product that satisfies the needs and wants of the internal customers, and in-turn better satisfies the needs and wants of the external customers (Lewis and Chambers, 2000).
This study purposes that employee’s emotional management (i.e., emotional labor and emotional intelligence) affects perceived job performance through
This article states that this research took an interdisciplinary approach to examine the role of emotions in the successful delivery of social services. Data collected from 533 surveys frontline social service providers reveled that emotional intelligence mediates the relationship between emotional labor and job stress, which in-turn impacts job performance. These findings have revealed that an internal marketing orientation is needed to better match the organization’s products, with is internal customers, and in-turn improve the quality of its offerings to its external customers.
In the last decades there have been dramatic changes in the role of the social service provider. In first place there’s a lack of skilled personnel and also a financial pressure to cut cost, second social services organizations are moving from employees to contract full time staffing and last, tele-social workers who deliver social services via computer aided communications have emerged in an effort to reach individuals in rural areas. This dynamic environment brings the importance of creating an internal marketing orientation in which the companies recognize that the job is the product that satisfies the needs and wants of the internal customers, and in-turn better satisfies the needs and wants of the external customers (Lewis and Chambers, 2000).
This study purposes that employee’s emotional management (i.e., emotional labor and emotional intelligence) affects perceived job performance through