IMPROVING RELATIONSHIP QUALITY: A RELATIONAL MODEL OF INTERNAL MARKETING AND COMMITMENT TO CUSTOMER SERVICE IN HIGHER EDUCATION

Abstract

Purpose: This study aims to the mediating effects of commitment to customer service on the internal marketing and relationship quality of higher education institutions. Internal marketing is accessed by internal communication and training. Methodology: The population of this research is the staff of the public service sector, especially employees in universities at Surabaya, East of Java, Indonesia. Researchers surveyed 220 employees in both private and public universities who have worked with a minimum period of 5 (five) years. These samples were selected by judgment sampling method and Path Analysis was employed to analyze data. Main Findings: Results identified internal communication and training influenced commitment to customer service which further influenced their relationship quality. Application of this study: Internal marketing practice is essential to explaining the commitment to customer service and relationship quality, especially in the higher education institutions. Novelty/Originality of this study: To the best, our knowledge is seen from testing the effects of internal marketing on two types of internal marketing outcomes and the selection of university as the object of study.