Internal Marketing Motivation

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This section starts off with a background discussion of the research which presents insight into Internal Marketing and its impact on customer orientation and motivation of staff. This is followed with a discussion of the problem statement, rationale of the study / justification for the topic choice, importance of research, aim and research objectives.
1.2 Background
When looking for improvement in service quality, businesses attempt to give their customers additional facilities and fulfill their requirements faster. To perform these provident and smart businesses, transform the approach they communicate and behave with their staffs and attempt to keep them motivated. It has been approved by researches that customer’s orientation is supported from staffs’ motivation. Internal marketing is a strategy that supports businesses to get their goals in this manner. So, this study is conducted to examine the role of Internal Marketing and its impact on customer orientation and motivation of staff.
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In its early development the concept was concerned with employee motivation and satisfaction, and the hypothesis that there was a relationship between these and customer satisfaction. Among others, Sasser and Albreit (1976) proposed that the most important market of a service company was its personnel that jobs were products and employees were customers. The focus on employee satisfaction in the literature on internal marketing at this stage can be explained in that much of what customers buy in services is labour, or human acts of performance (Rafiq and Ahmed, 2000) and hence that performance must be based on a desire to be helpful to customers. Rafiq and Ahmed (2000) identify phase two as Customer Orientation (Ahmed & Rafiq, 2003; Rafiq & Ahmed, Advances in the internal marketing concept: definition, synthesis, and extension, 2000; Rafiq & Ahmed, Advances in the internal marketing concept,

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