The Use of Marketing Research in Internal Marketing. The Methods of Measurement of Counterproductive Work Behaviours in an Organization

Dawid Szostek

Abstract


The article describes the use of marketing research in relation to the internal market of an organization, particularly in the context of identifying and measuring the prevalence of Counterproductive Work Behaviours (CWB), e.g. mobbing, theft or destruction of company’s property, verbal and non-verbal violence against employees. The article consists of three main parts: 1. Internal marketing vs. external marketing, 2. Marketing research in internal marketing and 3. CWB and measurement of the same.

Keywords


marketing research; internal marketing; Counterproductive Work Behaviours (CWB)

Full Text:

PDF

References


Anjum M. A., Pervez A., Counterproductive Behavior at Work: A Comparison of Blue Collar and White Collar Workers, “Pakistan Journal of Commerce and Social Sciences” 2013, 3.

Berry L.L., Hensel J.S., Burke M.C., Improving retailer capability for effective consumerism response, “Journal of Retailing” 1976, 52.

Gruys M. L., Sackett P.R., Investigating the dimensionality of counterproductive work behavior, “International Journal of Selection and Assessment” 2003, 11.

Kaczmarczyk S., Badania marketingowe. Metody i techniki, PWE, Warszawa 2003.

Kaczmarczyk S., Zastosowania badań marketingowych. Zarządzanie marketingowe i otoczenie przedsiębiorstwa, PWE, Warszawa 2007.

Kaur J., Sharma S. K., Internal Marketing: Scale Development and Validation, “The Journal of Business Perspective” 2015, 3.

Kotler Ph., Marketing, Rebis Sp. z o. o., Poznań 2005.

Lancy M., Ho Kit Ieng, The impact of internal marketing on organizational commitment: the mediatingroles of customer orientation and internal communication, “Euro Asia Journal of Management” 2015, 1/2.

Marin R. J., Hine D. W., Development and validation of the Uncivil Workplace Behavior Questionnaire, “Journal of Occupational Health Psychology” 2005, 4.

McConnell J. H., How to Design, Implement, and Interpret an Employee Survey, American Management Association, New York 2003.

Munteanu C. C., Pagalea A., Cristea A., A holistic approach on internal marketing implementation, “Business Management Dynamics” 2014, 11.

Nerdinger F. W., Formen des Arbeitsverhaltens, Springer, Berlin/Heidelberg 2011.

Pecker G., Fine S., Using Exit Surveys to Assess Counterproductive Work Behaviors: a Case Study, “Psychological Reports: Employment Psychology & Marketing” 2015, 1.

Quirke B., Making the connections; using internal communications to turn strategy into action, Gower Publishing Company, Burlington 2008.

Rafiq M., Ahmed P.K., Advances in the internal marketing concept: Definition, synthesis and extension, “Journal of Service Marketing” 2000, 14.

Robinson S., Bennett R., A typology of deviant workplace behaviors: a multidimensional scaling study, “Academy of Management Journal” 1995, 2.

Spector P. E., Fox S., Penney L. M., Bruursema K., Goh A., Kessler S., The dimensionality of counterproductivity: Are all counterproductive behaviors created equal?, “Journal of Vocational Behavior” 2006, 68.

Spector P. E., Bauer J. A., Fox S., Measurement Artifacts in the Assessment of Counterproductive Work Behavior and Organizational Citizenship Behavior: Do We Know What We Think We Know?, “Journal of Applied Psychology” 2010, 4.

Szostek D., Wykorzystywanie wyników badań opinii pracowników w kształtowaniu wewnętrznego wizerunku przedsiębiorstw województwa kujawsko-pomorskiego (doctoral thesis not published and defended at the Faculty of Economic Sciences and Management of Nicolaus Copernicus University in Torun on 11.07.2011).

Walters M., Employee Attitude and Opinion Surveys, Institute of Personnel and Development 1996.




DOI: http://dx.doi.org/10.17951/h.2017.51.2.245
Date of publication: 2017-08-16 10:52:30
Date of submission: 2017-02-01 19:04:12


Statistics


Total abstract view - 980
Downloads (from 2020-06-17) - PDF - 0

Indicators



Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 Dawid Szostek

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.