Internal Marketing (IM) as a mechanism for putting the internal and external customer on a pedestal: The case of UK retail banks

扫码查看

原文链接

NETL

外文摘要：The paper discusses the findings that emerged from an exploratory case study carried out in the UK retail banking industry in the area of Internal Marketing (IM)。 It explores the ways in which IM initiatives work in a number of UK retail banks from the point of view of both managers and employees。 It suggests that IM attempts to function as a culture change mechanism directed at employee attitudes and behaviours aiming at enhancing employee participation and involvement in improving internal and external service quality and contributing to customer satisfaction and retention。 The adoption and implementation of IM stemmed from the need to achieve a competitive advantage and differentiation in a highly competitive and homogenous industry， by encouraging every employee to be customer focused and service oriented。 The findings of the study are presented into four core themes that have emerged from the data as constitutive of Internal Marketing， namely: 1) the image of the internal customer， 2) development pro jrammes， 3) quality standards and 4) rewards systems。 These four rituals are enacted on a constant basis in order to construct a certain sort of organisational reality， one that allegedly puts the internal and external customer on a pedestal。

外文关键词：

internal marketingUK bank industryservice qualitycustomer satisfaction.

作者：

Ioanna Papasolomou

展开 >

作者单位：

Intercollege, 92 Ayias Philaxeos Str., P.O. Box 51604 CY-3507 Limassol -Cyprus

会议名称：

Service Systems and Service Management vol.2

会议地点：

Beijing(CN)

会议母体文献：

International Conference on Service Systems and Service Management(ICSSSM'04) vol.2; 20040719-21; Beijing(CN)

页码：

P.932-937

出版时间：

2004