Question

Significance of internal marketing in services marketing

Answer 1

One of the most comprehensive definitions of internal marketing was proposed by Rafiq and Ahmed (2000), that is an organized attempt using amarketing-like approach in order to cope with the organizational resistances to changes and balance, motivate and coordinate the employees in line with efficient execution of Furthermore, providing high quality service is a survival issue for service organizations. Organizations must concentrate their efforts in instilling an organizational culture that views employees as internal customers. Moreover, they must satisfy the needs of their external and internal customers equally. In essence, internal marketing attempts to achieve these goals. In this study we investigate the role of internal marketing in achieving a sustainable competitive advantage.

Answer 2

Internal marketing offers the following benefits: It ensures that staff effectively buy in to what the firm wants to achieve and are more effective at what they do. ... Internal marketing helps firms deliver better customer service. Employees feel more motivated and experience higher job satisfaction.