Green Open AccessOrganisational culture at higher educational institutions: The importance of internal marketing
Journal
Journal of Cultural Marketing Strategy
Date Issued
2020
Author(s)
Abstract
To fulfil their mission to provide high-quality services, higher education institutions are required to conduct internal marketing. This paper draws on the case study of a University in Cyprus to explore how six interconnected dimensions of internal marketing inform the satisfaction and loyalty of administrative staff. The study adopts a quantitative methodology, using a survey questionnaire to collect data. The questionnaire was answered online by a sample of 47 administrative employees. Descriptive statistics, correlations and a multiple linear regression analysis were performed. The study presents findings and results of quantitative analysis and proposes an internal marketing model. Limitations and future research proposals are discussed.
Affiliation
Scopus Subject Areas
Management Information Systems
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Strategy and Management
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Organizational Behavior and Human Resource Management
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Marketing