Importance Of Internal Marketing

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CHAPTER ONE
1. INTRODUCTION
1.1 Back ground of the study
Through the coming out of business period, organizations changed their attitude about employees. Left are the days when employees were treated as servants whose primary concern was to provide goods and services. But now this concept is totally changed as organizations realized that human resources are critical for the success of any organization. Especially in service sector the superiority of service depends on employees since service providing companies do not have physical goods.
Internal marketing is an equal treatment of both employees and customers with the aid of proactive polices to reach organizational objectives (Ahmad, 2012).
In service sector, the significance of staff is
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Greene et al (1994) hypothesized that internal marketing refers to the application of marketing philosophy and methods to employees who serve customers in order to utilize and conserve employees and guarantee they strive to finish tasks and duties. Therefore, the concept of internal marketing notices employees as internal customers and their work as Internal “products”, and, consequently, dedicates efforts to the design of products that better satisfy employee needs and wants (Longbottom et al, 2006).Research reveals that the concept and the action of an organization’s internal marketing upgrade employee job satisfaction and this in turn improve the organizational performance of the organization (Pfeffer and Veiga (1999); Nebeker et al…show more content…
The concept of internal marketing has evolved from the original conceptualization of employee satisfaction/inspiration by treating employees as customers and jobs as products for improving service quality (Sasser and Arbeit, 1976; Berry, 1981). Since main concept of internal marketing is to make the employees as important as the external customers by treating them as internal customers. The importance lies in motivating the employees and encouraging them to offer excellent services to customers who will improve the customer satisfaction of the company’s services (Lings and Greenly, 2005). Seymour (1985) defines internal marketing as a process of creating a support customer- oriented culture and producing a sense of service in the organizational internal environment. Jiang (2013) also defines internal marketing as a concept of treating employees as internal customer and viewing their jobs as internal products that satisfy the needs and wants of them while addressing the objectives of the organization. The above definitions are worth noting. The definitions acknowledge that the key to satisfying the customer is through satisfying the
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