The Moderating Effects of Cultural Congruence on the Internal Marketing-Employee Staisfaction Relationship

Abstract

There has been a great deal of debate over the past 36 years about the construct of internal marketing. Historically, there has not been a universal measurement for internal marketing. In recent times, studies have used multiple dimensions to measure internal marketing, which suggests that there are many different aspects to consider in internal marketing. The concept of internal marketing has also been widely studied to understand how internal marketiing principles can be directed towards improving employee performance to achieve organisational goals. To date, the impact of culture on internal marketing has received limited attention suggesting there is a need for further research in this area. Cultural congruence which is based on understanding how well an organisation can meet employee' cultural needs, may assist internal marketers, many of whom are faced with multi-cultural workforces, to develop and reinforce internal marketing programs to increase the level of emplyee satisfaction and hence customer satisfaction.