Role of internal marketing practices in the development of customer service culture
Do, Linh (2017)
Pro gradu -tutkielma
Do, Linh
2017
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2017112355004
https://urn.fi/URN:NBN:fi-fe2017112355004
Tiivistelmä
This study contributes to the literature of internal marketing and customer service culture. The study aims to understand the impact of internal marketing practices on the development of customer service culture. The elements of internal marketing practices are examined in this study, consists of leadership management, communication, self-development and compensation. Moreover, the interplay among internal marketing practices, customer service culture and employees’ satisfaction are analyzed thoroughly. A case study company is a global event management company, headquarter in Helsinki, Finland. There has been limited number of researches regarding this topics in event management industry.
The empirical data was collected by qualitative research method. The empirical results indicate that internal marketing practices have impact on the development of customer service culture. All four elements of internal marketing practices (leadership management, communication, self-development and compensation) affect positively towards employees’ satisfaction. However, empirical results show a weak link between employees’ satisfaction and customer service culture. Even though employees are not satisfied with their jobs, they still provide excellent service for external customers.
The empirical data was collected by qualitative research method. The empirical results indicate that internal marketing practices have impact on the development of customer service culture. All four elements of internal marketing practices (leadership management, communication, self-development and compensation) affect positively towards employees’ satisfaction. However, empirical results show a weak link between employees’ satisfaction and customer service culture. Even though employees are not satisfied with their jobs, they still provide excellent service for external customers.