Internal Marketing Perspective in Bangladeshi Organizations: Culture, Innovation and Customer Orientation

Abstract

This research is an attempt to examine the influence of culture,
innovativeness and performance of an organization in the customer oriented
mindset of its employees. This study tried to outline key elements which have
influence on customer orientation mindset among employees and based on the
previous work of (Deshpande et al. 1993). A questionnaire was developed
and administered to 130 respondents among which 100 responded within
timeline. Multiple regression analysis was used as the statistical technique
with the help of STATA 13 version software for data analysis. The study
found that mentor leadership and market share are significant variables which
has influence on customer orientation mindset in for-profit organizations. For
non-profit organization, fast growth in the market is important to boost up the
employee's customer orientation mindset.