Internal relationship marketing: a strategy for knowledge renewal

Abstract

A retail banking case study published in this journal ten years ago described a method for inviting staff involvement in customer service improvement. In this article, the author has reinterpreted the case as an archetypal example of internal marketing for generating and circulating staff knowledge through a network of voluntary internal relationships. First, a typology for making sense of conflicting concepts in the internal marketing literature is provided. Second, the author returns to the case data to suggest an integrated theoretical framework for internal marketing that links the parallel but distinctive traditions of relationship marketing and the markets‐as‐networks approach of the International Marketing and Purchasing (IMP) Group. Third, internal marketing is defined as a relationship development strategy for the purpose of knowledge renewal. Finally, the implications for management are examined.