Dimensions of Internal Marketing and Business Performance

Abstract

Provision of quality services to customers is a pre-requisite for the success of service organisations. Employees of service organisations play crucial role in delivery of services to customers. Service organisations put constant efforts to train, develop and motivate their employees for providing better services to customers. Through regular training and communication of information to employees regarding market changes and challenges, organisations keep their employees well informed and ready for future challenges. This practice adopted by organisations is a part of internal marketing strategy. Internal marketing strategies aid the organisation in increasing commitment of employees, orienting them about customer requirements and enhancing their performance and productivity, which finally result in the attainment of goals and objectives of organisation.