Framtida forskning - Från intern kund till slutkund : En studie om förhållandet mellan intern m

6. Slutsatser

6.3. Framtida forskning

Framtida forskning bör fokusera på dimensionerna intern kommunikation, utbildning/träning, intern marknadsundersökning, belöningssystem och empowerment vid studier av intern marknadsföring. Även andra dimensioner kan adapteras då variabeln intern marknadsföring saknar en erkänd definition. Utifrån sådan forskning finns ett intresse att mäta variabelns påverkan på andra organisatoriska resultat. Vidare rekommenderas framtida forskning genomföra liknande studier i andra kontexter för att bidra till generaliserbarhet i relationen mellan intern marknadsföring och kundorientering. I en allt mer globaliserad samt digitaliserad värld identifieras även ett intresse att genomföra en liknande studie på enbart digitaliserade aktörer; Vad är förhållandet mellan intern marknadsföring och kundorientering i en internetbaserad tjänstekontext? Bankerna på den nordiska marknaden har på senare tid fått sällskap av nischbanker som saknar fysiska kontor som kunderna kan vända sig till. Hur jobbar dessa banker med intern marknadsföring för att säkerställa att personalen agerar kundorienterat i icke fysiska kanaler? Resultatet från denna studie kan agera språngbräda för framtida forskning inom nya kontexter. Genom kvalitativt metodval kan djupare element av ämnet identifieras hos såväl chefer, medarbetare samt kunder och dess inverkan på vederbörande. Flermetodsforskning kan även appliceras för att, genom kvalitativa metoder, identifiera vilka specifika dimensioner ett företag brukar inom sitt interna marknadsföringsarbete. En sådan identifikation kan överföras till en enkätstudie för att med högre precision urskilja anställdas uppfattning av företagets specifika interna satsningar. Att ställa ett sådant resultat i korrelation till kundorientering skulle frambringa ett högst tillförlitligt resultat för den enskilda organisationen. Genom flertalet sådana undersökningar kan en komparativ studie genomföras för att belysa, generalisera och/eller fastställa om intern marknadsföring har en påverkan på kundorientering.

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