Review Article
Mohd Farid Shamsudin, Vijayaku
Abstract
This paper aims to discuss the level of internal market orientation (IMO) in service industries as seen from the perspective of employee and management, particularly with regard to the information management (information generation, information dissemination, and responsiveness) and the management attitude. Organization will benefit to the extent of ensuring zero internal customer defection through the implementation of effective policies to the internal market needs. Policymakers can devote their energies and resources towards identifying the constraints that lead to lower internal customer satisfaction and accordingly formulate policies aimed at maximizing their satisfaction level, thereby enhancing both market and financial performance of an organization.