A holistic view of the use of corporate culture conveyed by internal marketing for enhancing stability, sustainability and consistency in service quality

Abstract

While businesses worldwide are aiming increasingly on the sustainability in various business areas, customer service is by nature not consistent and stable, because it is delivered by human beings and, therefore, subject to their imperfections and influences on them. This can result in unstable, unsustainable and unpredictable service delivery. This article describes the corporate culture/service quality conceptualization as a basis for overcoming this by embedding and implementing the stability and sustainability of corporate culture to enhance the stability and sustainability of quality of service. This conceptual study demonstrates that a well-planned and maintained corporate culture, based on quality service delivery goals, is able to do exactly that under the initiative of the leadership. Although there are many articles referring to service quality, very few of them succeed in bringing sufficient aspects into account to be able to form a holistic image of enhancing stability, sustainability and consistency in service quality. Existing models and approaches were combined in a holistic conceptual approach. Keywords: service quality, corporate culture, stability, sustainability, customer perception, perceived quality, expectations, ACSI, internal marketing, relationship marketing, CSP, profit service chain. JEL Classification: L8, M14, M31, M30