How Internal Marketing Drive Customer Satisfaction in Matured and Maturing European Markets?

Selma Kadic-Maglajlic*, Nathaniel Boso, Milena Micevski

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


This study examines the indirect effect of internal marketing, via cross-functional goal compatibility, on customer satisfaction at differing levels of salesperson cross-functional connectivity, across matured and maturing market contexts. Using data from salespeople in a large financial services organization operating in matured Central European and maturing South and Eastern European markets, the study finds that the effect of internal marketing on customer satisfaction is mediated by cross-functional goal compatibility in both markets. In addition, the results show that at high levels of cross-functional connectivity, the effect of goal compatibility on customer satisfaction is strengthened in maturing markets. The theoretical and practical implications of these findings are discussed.

Original languageEnglish
JournalJournal of Business Research
Issue numberMay
Pages (from-to)291-299
Number of pages9
Publication statusPublished - 2018
Externally publishedYes


  • Cross-functional connectivity
  • Cross-functional goal compatibility
  • Customer satisfaction
  • Internal marketing
  • Matured markets
  • Maturing markets
  • Salesperson

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