Abstract
M.Comm.
The primary objective of the study is to determine the influence of service quality on the perceived relationship between internal marketing and the brand image of the South African staffing brands and staffing subsidiaries of the Kelly Group. The study will further seek to determine how the different elements of internal marketing influence the brand image of employees and clients of selected staffing agencies in South Africa. The elements of internal marketing mix, namely product, price, promotion, distribution, people, processes and physical evidence will be separately observed in terms of their influence on the brand image dimensions, namely brand consistency, brand trust, brand satisfaction and brand commitment. The influence of the dimensions of service quality, namely reliability, responsiveness, assurance and empathy on the dimensions of brand image and the influence of service quality on the elements of internal marketing, will be explored in order to determine the influence of service quality on the relationship between internal marketing and brand image. A framework to manage internal marketing, service quality and brand image in an integrated manner was determined.
The conclusion and findings of the study were found to support the objectives of the study, and the results of the statistical analysis were found to accept the hypotheses of the study. Various recommendations for staffing agencies were given, based on the findings of the statistical analysis. These recommendations included the need for staffing agencies to monitor service quality gaps and confirmed that the internal product was highly influential to service quality, and therefore staffing agencies need to provide a competitive internal product to employees. Internal distribution was found to be highly influential towards the responsiveness, assurance and empathy of a service, and therefore staffing agencies need to focus on creating higher levels of internal service quality and teamwork within their organisations. Physical evidence and tangibles were found to be influential regarding the assurance and empathy of service quality and the importance of a modern, open-plan staffing environment and a professional employee dress code were identified. Internal promotion was found to be influential to the responsiveness of a staffing agency’s service, and therefore the need to segment employees to determine how much and how frequently information needs to be communicated to each group of employees was mentioned. The importance of staffing agencies considering the use of new media such as social networking websites, intranets and wikis was identified as most staffing agency employees work at the clients’ premises.