Internal marketing in the last decade: a systematic review

This research examines internal marketing (IM) over the last decade (2012-2021) using systematic quantitative techniques (SQAT). The review identified 82 IM articles from 39 countries. A significant number the articles were published in 2015, with a large concentration in Asia. Taiwan had the highest number of IM articles among the contributing countries. The majority of the articles reviewed were empirical , while the minority were conceptual articles. Four methods of data collection (i.e. survey, Secondary , interview, and observation) were identified, with a survey as the most utilized method. The review identified different IM themes (i.e. IM magnitude, consequences of IM, and IM mechanism) with IM magnitude as the investigated theme. This review recommends that more IM articles are encouraging in South America and nations of other countries that currently have no representation. More conceptual research is encouraged balancing the wide gap between empirical and conceptual articles. Researchers are encouraged to use more methods of data collection to gain more understanding of the concept. The researchers are also to adopt the mixed method of data collection on the consequences of IM and IM mechanisms themes