Managerial perceptions of the link between internal relationship marketing orientation and business performance in Hong Kong

The purpose of this research is to investigate the managerial perceptions of the linkage between internal relationship marketing orientation (IRMO) and business performance in Hong Kong. Existing relationship marketing orientation (RMO) theory, commonly focused on external customers, is adopted to focus on internal customers, the employees, in this research. Adopting a mixed method research design, the results of a focus group discussion were used to inform quantitative research in the form of a postal survey of Human Resource managers across various industries in Hong Kong. The review of the extant literature indicates this is the first empirical study examining the link between IRMO and business performance. The study allows an understanding of whether the model of RMO adoption is a good predictor for the impact of perceived IRMO on business performance.