The impact of frontline employees' perceptions of internal marketing on employee outcomes

Frontline employees (FLEs) are the face of a service organisation, dealing directly with the firms' customers, who, if effectively managed through internal marketing (IM), deliver improved customer experiences. This research develops and empirically tests whether FLEs' experience of IM programmes influences FLEs' perceptions of internal market orientation (IMO) which, in turn, will have an impact on their organisational identification (OI) and...