Abstract

ROBERTS-LOMBARD, M. The internal marketing practices of estate agencies in the Gauteng Province - a strategy for knowledge renewal. JCMAN [online]. 2008, vol.5, n.1, pp.137-156. ISSN 1815-7440.

The purpose of the paper is to investigate the mutually beneficial nature of establishing long term relationships with employees as internal customers of the business. The target population for this study was 3000 estate agencies of which a sample of 353 managers and/or owners participated through structured, personal interviews in the completion of questionnaires. Data analysis was done by calculating averages and standard deviations, Explorative Factor Analysis and Confirmatory Factor Analysis, Cronbach Alpha-values and practical significance by means of effect sizes. The findings of the study stipulate that the co-operation, trust and commitment of employees are required to ensure the success of the estate agencies' internal marketing initiatives.

Keywords : Internal market; Internal marketing; employee development; employee empowerment; staff motivation.

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