In a similar vein, only one industry, the UK retail bank sector, is represented
in this study. The focus on banks is topical given the environmental dynamics of
the marketing in the UK, although the empirical data’s parochiality undermines
its generalisability. However, this need not be an issue if it is set in the context of
the UK market as a whole. Even though it appears reasonable to assume that many
of the Internal Marketing activities practised within the sector also occur in other
services organisations, caution should be used in generalising the findings to other
industries.