Internal Marketing in the Travel Agency Industry in the Western Cape Province of South Africa

Abstract

Internal marketing initiated from the services marketing literature and is focused on applying the traditional principles of marketing to the employees of a business. The focus is on the internal customer with the intention to improve the marketing relationships, the quality of customer service deliverance and the general efficiency of the business (Janse van Rensburg„ 2001:404–408). An outcome of internal marketing is the establishment of relationships between management and employees and between the different functions of the business (Harwood, Garry & Broderick, 2008:61).