Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.14279/23158
Title: | Organisational culture at higher educational institutions: The importance of internal marketing |
Authors: | Kyriacou, Evdoxia Panigyrakis, George G. |
Major Field of Science: | Social Sciences |
Field Category: | Economics and Business |
Keywords: | Higher education;Human resources;Internal culture;Internal marketing;Organisational culture;Quality services;Value system |
Issue Date: | 2020 |
Source: | Journal of Cultural Marketing Strategy, 2020, vol. 4, no. 2, pp. 161 - 171 |
Volume: | 4 |
Issue: | 2 |
Start page: | 161 |
End page: | 171 |
Link: | https://www.ingentaconnect.com/content/hsp/jcms/2020/00000004/00000002/art00007 |
Journal: | Journal of Cultural Marketing Strategy |
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. |
URI: | https://hdl.handle.net/20.500.14279/23158 |
ISSN: | 20568010 |
Rights: | © Ingenta |
Type: | Article |
Affiliation : | Cyprus University of Technology |
Publication Type: | Peer Reviewed |
Appears in Collections: | Άρθρα/Articles |
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