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• W871145280 abstract "AbstractCustomer Satisfaction is the most important gadget which makes an organization survive and face the competition. The concept of internal marketing is the most upcoming topic which creates attention amongst the researchers. It has been seen that in hotel industry it is the customers who make the hotel industry grow or vanish.The customers are first key persons who give the business but the internal customers i.e. the employees are the pillars who make the business grow and prosperous. So a close eye on internal marketing of these valuable customers is most essential. The present paper is a review work on concept and importance of internal marketing.Keywords: Internal Marketing, Customers, Employees, Brand.IntroductionThe term internal marketing has been focused on internal market (Employees) and external market (Customer) to provide services and conduct the business12. Similar responses were recorded by others who explained the importance of employees and suggested effective training and proper communication with them for its effectiveness. They suggested frequent programs to be organized for betterment of these internal employees.Internal Marketing is relationship of an origin with its employees to keep them motivated for serving external customers. When talking in perspective of Hotel Industry, it is the front line service staff which represents the organization's face as they would be the first one to come in contact directly with the public or customers. Staring from the security guard, valet parking driver, receptionist, bell boy, house keeper, service-desk (or front-desk) staff, sales staff etc., all get in contact directly with the customer. They have a much defined job roles, they are in extensive interaction with the customers or public, also there exists a strong hierarchical management structure in them. Most front-line staff holds relatively junior positions within an organization, also their roles are non-professionals. They just receive a considerable amount of structured training when first employed. Also they have limited opportunities to innovate the ways in which they work. Their key goal is consistency and not innovation.It is these employees who are closest to serving and supporting the customer who get an unfiltered view of how customers interact with a product or service. Some of the best sources of observatory research can come from those at first point of customer contact or first point post customer contact: waiters and bus boys (e.g. most frequently asked food items and most frequently unfinished food items); sales floor personnel and customer service representatives (e.g. where people first go to in the store and what frustrates the customer the most); receptionists and cleaning staff (e.g. who is happy coming and leaving).Customer satisfaction and loyalty in the hospitality and tourism business greatly depend on frontline service providers - employees who are in first contact with the customer. The frontline is an important part of the bottom-line, in both profit and customer satisfaction terms. They emphasize that good recruiting and selection programs are essential to a firm's ability to provide superior service at the frontline. Not everyone is well-suited to be a frontline customer service provider. Customer contact personnel must possess the proper combination of traits.Internal marketingInternal Marketing personnel are the first market persons of a service organization. The concept of internal marketing is not limited to the 'front-line' customer service staff alone. Even the employees who do not interact directly with customers may impact upon perceived service quality because they directly influence the service providers. If all employees perform their jobs well, they are value-added component of the service and product offering. Internal marketing is becoming increasingly important and growing recognition as an implementation tool for adoption by all organizations. …" @default.
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• W871145280 date "2015-04-01" @default.
• W871145280 modified "2023-09-23" @default.
• W871145280 title "Internal Marketing: A Tool for Success of Hotel Industry" @default.
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