Strategic human resource effectiveness, internal marketing and performance in the public sector

Abstract

Internal marketing (IM) focuses on acquiring and retaining customer-oriented employees and is seen as particularly relevant to service organisations. Critics of internal marketing claim that the term is simply a synonym for good human resources management. The concepts of Internal Marketing and Strategic Human Resource Effectiveness (SHRE) are considered and suitable measures are identified Data is collected from the Australian public sector and a regression analysis is used to investigate the hypothesised relationships. The study provides empirical evidence of a demarcation between IM and SHRE; that SHRE is an important antecedent to IM and that SHRE has both a direct and indirect effect on performance, Management implications are considered and directions for future research offered.