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
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
The purpose of this report is to explore the concept of employee engagement at my workplace, International Facility Engineering Pte Ltd (IFE, the sampled workplace). The survey findings will be used to construct a measure to identify the level of engagement between the management and staff; further with contributions to the range of possible future directions, thinking and practice to enhance the potential for employee engagement to raise levels of corporate performance and profitability for the company (David MacLeod and Nita Clarke, 2009). Engagement exits between employers and employees. Perhaps the reason that engagement has garnered much attentions in recent years, lies in its dual promise of enhancing both individual well-being as well as organizational performance, and tension that exists between employers and employees that have long been the subject of debate within the human resource management (HRM) and industrial relations domains. What is employee
1. The Customer Value Proposition (CVP), is an offering by companies that helps customers more effectively, reliably, conveniently, or affordably solve an important problem (or satisfy a job-to-be-done) at a given price. The primary reason is that why should a prospect by from a company or individual. Value proposition should contain a clear statement that includes: • explains how your product solves customers’ problems or improves their situation (relevancy), • delivers specific benefits (quantified value), • The seller should tell the ideal customer why they should buy from them and not from their competition (unique differentiation). Companies have to present their value proposition as the first thing the visitors or customers see on their
Customer Relationship Management (CRM) is creating a system that can provide a way for retaining customers loyalty. The CRM purpose is to identify, serve and keep profitable customers by reacting with them in an integrated way through different communication channels. CRM is a business strategy to gain and grow profitable customer relationships with the aim of making a sustainable competitive advantage. It mean making mutual wins for customers and all the organization stakeholders. It is a concept that allows an organization to adopt specific products or services for each individual customer according to his or her requirement.
Sales managers and directors are responsible to manage the work force that is facilitating transactions on the front line with the customers. Therefore, a leadership skill in the sales managers and directors is a crucial aspect and helps the sales managers in motivating the team to with the ability enhance the skills of the teams and to inspire high performance and commitment from their sales people. Within an organisation, sales managers and directors face the most challenging job. The job of the sales managers and directors in “Armstrong Accountancy” is to keep their tram dynamic and inspire them to maintain ambitious and positive attitude and to motivate them to enhance their individual and team performance (Ingram, et al., 2015). The Sales managers and directors of Armstrong Accountancy need a range of leadership skills to make the department capable of surviving and growing.
Consequently, when employees are satisfied, it is most likely that their performance will improve, which will increase the level of customer satisfaction, and so on (Schlesinger and Heskett 1991). This becomes a cycle or chain of benefits to the key players within the business organization. In the aforementioned context, Heskett et al. (1997) proposed an extension of the cycle of success, recognizing that customer satisfaction is a significant intervening variable between the workplace reality of employees and the financial results of each business unit, particularly in the service sector. They developed a service-profit chain business model with a direct financial link between customer satisfaction, customer loyalty and financial performance of a company in terms of profit and
Satisfaction can be defined as the level of fulfilling an individual’s needs, wants and desire, which depends upon what an individual, actually wants and gets from the world. Employee satisfaction is a compute of how happy employees are with their work and also with their working environment. There may be number of factors affecting the firm’s effectiveness, in which one of them is employee satisfaction. Successful companies should have a ethnicity that encourages and motivates the employee satisfaction (Sageer, Rafat, & Agrawal, 2012). Utilizing from the staff is vital for the efficiency of the firms.
This is why customer satisfaction is the most important aspect in brand loyalty, companies and managers are trying to design the product that fits with what the customer wants and needs. The satisfactions of a brand loyalty begin when the customer purchases from an identical brand (LaBarbera and Mazursky, 1983). Customer satisfaction play a vital role as an information driver This has also reveal that the evaluation process of a service in consume or purchase can leads to two aspects that can decide whether the customer will continue to using the service again or not is the attitudinal loyalty and the purchase
In order for a business to consistently maintain success; it needs to satisfy its customers by providing high quality of products or services at the right price at right time. That’s why businesses need to constantly interact with customers in order to understand their true needs and desires. It needs to track and analyze those interactions in a systematic and organized fashion in order to build lasting customer relationship which translates to long-term success. Building customer relationships seem simple; however businesses around the world have struggled with it. The key element of this is the need to get a 360 degree view of customers, which is why heavy investments in CRM solutions are currently underway globally.