TY  - JOUR
AB  - Purpose The purpose of this paper is to examine how internal marketing orientation affects balanced scorecard outcomes (financial performance, customer, internal process, learning and growth) in a small service businesses context.Design/methodology/approach Drawing from the small businesses, the relationship between internal marketing orientation and performance is hypothesized and tested. A structural equation modeling (SEM) test with maximum likelihood estimation was performed to test the relationship between the research variables.Findings The results obtained from the SEM analyzes revealed that internal marketing orientation positively impacts the levels of financial and non-financial performance. The results also indicate that non-financial performance measures (that is, customer, internal process, learning and growth) directly affect financial performance.Originality/value This study unpacks the mechanism between internal marketing orientation and balanced scorecard outcomes and contributes to the academic research of internal marketing orientation in the context of small businesses.
VL  - 11
IS  - 3
SN  - 1750-6182
DO  - 10.1108/IJCTHR-03-2016-0024
UR  - https://doi.org/10.1108/IJCTHR-03-2016-0024
AU  - Khazaei Pool Javad
AU  - Khodadadi Masood
AU  - Amirbakzadeh Kalati Ezat
PY  - 2017
Y1  - 2017/01/01
TI  - Linking internal marketing orientation to balanced scorecard outcomes in small businesses: the case of travel agencies
T2  - International Journal of Culture, Tourism and Hospitality Research
PB  - Emerald Publishing Limited
SP  - 297
EP  - 308
Y2  - 2024/04/19
ER  -