Main Article Content
Abstract
In this competitive era, effective internal marketing practices are needed to achieve successful employee performance and elevation of employees’ intrapreneurial behaviour in service organizations, including educational services. Internal marketing, a popular concept in service marketing is concerned with hiring, training and motivating employees to provide services in a successful manner by treating them as internal customers of the organisations.In educational institutions, teachers are the prominent frontline service providers and therefore their quality will highly impact on the overall quality of such organisations. The present study explores the internal marketing practices of colleges in central Kerala and analyses its relationship with intrapreneurial behaviourof college teachers. The study based on theprimarydata collected fromteachers of government, private aided, unaided and autonomous colleges revealedthat there are divergencesin practices of internal marketing among these different set ofhigher education institutions. Further the linear regression analysis reveals that there is a significant relationship between internal marketing and proactiveness dimension of intrapreneurial behaviour of teachers in higher education level. Thus study recognizes the internal marketing as an innovative practice to foster intrapreneurship of employees within educational service organisations.