Implementing and Measuring the Effectiveness of Internal Marketing.

Abstract

Despite over a decade of Interest In Intemal marketing and the evoluUon of various approaches to its operatinallsation. The potential benefits of an intemal marketing campaign in Improving how quaiity of service delivered to the customer have not been Hilly explored. This article focuses on thee intemal customer model of intemal marketing, iXiriiier deveioping Uw concept through a synthesis with service blueprintiUng (a meUiod of represenUng the service delivery mechanism), to produce a new model of Intemal markeUng, which can be readiiy applied to tiw service organisaUon. An exploratory invesUgaUon into Uie effect of applying Uiis model of intemal markeUng to service quality Is conducted. Changes In Intemal service quality are measured using a modificaUon of the SERVQUAL modei and extemai service quaiity is measured using Uie original SERVQUAL model This exploratory study was undertaken In a medium sized UK service organisaUon, and found that service quaiity increased boUi intemaily and extemally wlwn Uiis modei of intemai markeUng was appiied wiUiin Uw company. Introduction '.