Internal Marketing Illegitimate Tasks & Customer-Oriented Behavior: A Theoretical Perspective
DOI:
https://doi.org/10.55737/rl.2025.44141Keywords:
Internal Marketing, Customer-Oriented Behavior, Illegitimate Tasks, Employees, CustomersAbstract
Internal marketing (IM) is a blunt step on the part of organization to acknowledge the key role of employees in developing or making it successful. While in customer-oriented behaviors employees offer a special status to customers by valuing their true needs. Many benefits are attached to giving quality service to customers and research is full of instances and evidence to prove the point. If customer service is not improving and instead waning despite a pro-employee approach, current theoretical perspective answers it. Illegitimate tasks feature heavily in modern-day organizations. The desire and dream to serve customers can face colossal challenge from indulging people into tasks their job roles do not support. Service firms can wield positive influence by enabling employees to work on their core tasks. Hence the argument is illegitimate tasks are a hurdle in building a solid relationship with employees and thus customers. Organizations can seek strength and scale from this model to encourage customer-oriented behaviors.
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