This is a repost from the Research Business and Innovation Blog with additional Comment from Professor Mario Vafeas head of AMRG.
In late May, Dr Myriam Bellaouaied, presented at the Academy of Marketing Science 2024 Annual conference in Florida.
Dr Bellaouaied, who is a Senior Lecturer in Marketing in the College of Business and Law, presented her research on “Internal Marketing and Perceived service quality: The mediating role of Frontline employees’ satisfaction in service industries”.
In the light of the role of “frontline service employees”, has become a differentiating element, the research considers the Internal Marketing as an alternative to the service performance and examines the relationships among Internal Marketing, Frontline service employees’ satisfaction and Perceived service quality. An attempt to conceptualize and develop a measurement scale of the “IM” concept is also developed in this research.
Dr Bellaouaied commented on the dual perspective, that of Marketing and Human Resources, which is particularly interesting to allow to build a model reflecting an interaction through the Internal Marketing impact. Combining Structural Equation Modelling and Dyadic Data Analysis techniques to address the research questions, was also discussed through the methodological contributions of this research.
Dr Bellaouaied has also been recently invited to take a scientific role in the Academy of Marketing Science as an associate curator for AMS Sparks , their online platform to build the bridge between research and businesses.