Conceptualising the application of relationship marketing orientation to the internal business environment

The marketing literature offers substantial insight about the important strategic role that the implementation of relationship marketing strategies by business can play in competing for customer satisfaction, customer loyalty and, ultimately, sustained business performance. While employees are recognized by the important role they play in the implementation of successful relationship marketing strategies by business, what this role might entail in terms of requirements and outcomes has been afforded much less attention in the literature. This paper explores the importance of internal relationship marketing for successful implementation of relational strategies towards external customers. It is argued that the adoption by business of an internal relationship marketing orientation may provide significant support for the outcomes available to business from the adoption of a relationship marketing orientation externally.