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Article

An importance-performance approach to evaluating internal marketing in a recreation centre

Managing Leisure. 1997. No. 2. P. 1-16.
Novatorov E. V.
The study examined the potential of importance-performance analysis for evaluating employee satisfaction. The technique was originally designed to me asure external customer satisfaction. However, the similarity of several concepts underlying customer-organization and employee-oganization relationships, suggested that the method would be appropriate for use in the context of internal marketing. The concept of internal marketing has emerged as an interface between oganizational behaviour and traditional marketing, and job-related attributes developed in the context of organizational behaviour by Frederick Herzberg, appeared to be appropriate for this assessment of an organization’s internal marketing. Data were collected from all 56 full–time employees at a commercial recreation centre using a 16-attribute instrument. Results did not notŽ confirm Herzberg’s theory, since the highest valued attributes included both motivation and hygiene items. Management recommendations for further application and interpretation of importance-performance analysis are developed.