Abstract:

Internal marketing practices are considered as an approach that service companies pay more attention and implement with the day to day. Since the strength of the relationship and communication between staff and customer in service enterprises also positively affects the performance outcomes of the enterprise, the enterprises take care of their efforts to improve their relationships with employees. Many research suggests that internal marketing increases commitment, confidence and satisfaction to the workplace, and that this effect created in the staff means better service and higher customer satisfaction. Therefore, today, when competition is intense and the services are difficult to differentiate, the return of investments made to staff through internal marketing brings success. Internal marketing’s applications in different services areas, such as banks, hospitals, airlines, hotels and travel agencies, are becoming increasingly prevalent. This study aims to clarify and evaluate the importance of the concept of internal marketing, which is based on internal communication and a strong organizational culture that causes quality improvement and customer satisfaction in service enterprises.