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Organisational culture at higher educational institutions: The importance of internal marketing
Journal of Cultural Marketing Strategy,
4
(2),
161-171
(2020)
Abstract
To fulfil their mission to provide high-quality services, higher education institutions are required to conduct internal marketing. This paper draws on the case study of a University in Cyprus to explore how six interconnected dimensions of internal marketing inform the satisfaction and loyalty of administrative staff. The study adopts a quantitative methodology, using a survey questionnaire to collect data. The questionnaire was answered online by a sample of 47 administrative employees. Descriptive statistics, correlations and a multiple linear regression analysis were performed. The study presents findings and results of quantitative analysis and proposes an internal marketing model. Limitations and future research proposals are discussed.
Keywords: internal marketing; internal culture; value system; organisational culture; higher education; quality services; human resources
The full article is available to subscribers to the journal.
Author's Biography
Evdoxia Kyriacou is a PhD candidate at the Faculty of Communication and Media Studies of Cyprus University of Technology. She holds a master’s degree (MA) in new technologies for communication and learning and a BA in hotel and tourism management from Cyprus University of Technology. Her research interests lie in the field of marketing, internal marketing and organisational culture. Her research has been published in the proceedings of various international conferences.
George G. Panigyrakis is Professor of Marketing at the Faculty of Communication and Media Studies, Cyprus University of Technology. He holds a PhD and an MSc in marketing from University College of Wales, and a BA in business administration from Athens University of Economics and Business. His research has appeared in such publications as Journal of Business Research, International Journal of Advertising, Corporate Communications: An International Journal, International Journal of Retail and Distribution Management and Journal of Marketing Management.
