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Walter, et al. (1994, 8) suggest that internal marketing is a way of applying the
philosophy and pursuits of marketing to the people who serve the external
customer, thus, the people or employees
should be more trained and
professional to ensure superior external service quality. Richard, et al. (1999,
42-43) define the internal marketing as an image or viewing that it is jobs in an
organization as internal products and viewing employees
as an internal
customer. In short, the marketer or organization should concern
the people
(employees and consumers) in the same way as treating their end users.
(Grönroos, 1981 cited in Frederick and Kumar, 2000, 359)
state that internal
marketing should
''create an internal environment which supports customer-
consciousness . . . among the personnel in order to improve customer
satisfaction via employee-customer interaction.''
Walter, et al. (1994, 8) determine that the internal marketing is the promoting of
the company and its products or product lines to the company’s
employees so
that to ensure external marketing success.
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