The Influence of Internal Marketing Elements. On the Brand Awareness of Car Rental Customers in South Africa

      Аннотация: Despite the extensive research undertaken in the subject area of services marketing, much is still unknown about services internal marketing, specifically internal marketing mix elements and how they affect brand awareness in services organisations. This study attempted to address this limitation. The study revolved around eleven internal marketing mix elements and their influence on brand awareness dimensions in the South African car rental industry. The aim of the research was to develop a model guiding service organisations to improve internal marketing programmes for employees. The model as derived from this study offers different marketing mix elements to service organisations to consider and apply, reaching higher levels of service quality, employee performance and profitability.

Ключевые слова: Brand Awareness, Internal Marketing, structural equation modeling, Service organisations