INTERNAL MARKETING

Role of Internal Marketing

[Institution Name]Role of Internal Marketing

Introduction

The discussion in our paper focuses on the role and effectiveness of internal marketing from the aspect of customer excellence. Relevance of the chosen topic of research paper is due the importance of internal marketing, especially for companies who have to work in the service, always dynamic, and, in connection with the tightening of the competitive rules of the game on the market, the businessmen have to take improved market conditions and to survive, constantly improved, as adopting someone else's experience, and creating their own ideas in this direction (Caruana and Calleya, 1998, pp. 108). Internal marketing strategy aims to link the company with the employees and designed to motivate employees to quality customer service; whereas, the strategy of the external or traditional marketing aims to link the company with the consumer.

Internal Marketing

Internal marketing is a special philosophy of the company. Internal marketing systematically optimizes the processes within the company, personnel and methods of marketing management. Thus, internal marketing implies that the relationship between the company and its employees are based on the same type as the relations of the company and its customers: the company offers a "product" - a specific job that involves certain responsibilities and rights, and employee gets this product paying for it with his employment (Bell, 1998, pp. 19). In this case, the traditional framework of marketing, customer orientation and its needs is enhanced and focus on the employee as internal customer. Internal marketing is to provide a high quality product at all stages of production and sales, because it increases the motivation of employees, provided that employers satisfy the conditions of work, pay, conditions and atmosphere in the team. Therefore, internal marketing is also considered as a tool for quality management.

Role of Internal Marketing in Excellent Customer Service

'Internal marketing has always been important for brands, but our economic environment now means that it is something no company can afford to ignore' (Mortimer, 2011, par 2). The concept of internal marketing is simple; make your employees love your brand and your mission to the point they will have no trouble convincing your customers. In fact, the purpose of internal marketing is to make your employees with a capital “E” whose passion for their work will push the boundaries of customer services (Berry, 1981, pp. 22). This element of internal marketing implies that it is necessary and properly allocates staff within the company's organizational structure including consideration of the location and convenience divisions. Internal marketing aims at the contact personnel of the firm and intends for creation of motivational and organizational conditions, which would actively contribute to the creation of the functional quality of service (Brown and Peterson, 1993, pp.56).

The policy of "internal service quality": In this approach, an improvement in the internal service quality of work environment, reward system, training improves employee satisfaction, which leads to greater loyalty and productivity. Customers are sensitive to these changes; personnel need to be more stable and more effective and could turn ...