Using Organizational Culture to Design Internal MarketingStrategies

Abstract

Considers how recent concerns with service quality have led to increased awareness of the importance of the role of the front‐line employee, the service provider. Describes how internal marketing has been instrumental in raising service providers′ performance. Develops a method, drawing on organizational literature, for identifying segments of the service organization which can be targeted by internal marketing. Argues that the service marketer should view employees as “customers” who can be analysed using marketing techniques, thereby enabling the enhancement of service quality. Includes detailed recommendations and an appendix.