Internal Marketing Approach in Human ResourcesManagement A Case Study on a State Establishment
Yazarlar (2)
Prof. Dr. Ahmet GÜVEN
Tokat Gaziosmanpaşa Üniversitesi, Türkiye
Tokat Gaziosmanpaşa Üniversitesi, Türkiye
| Makale Türü | Özgün Makale |
| Makale Alt Türü | SSCI, AHCI, SCI, SCI-Exp dergilerinde yayınlanan tam makale |
| Dergi Adı | International Research Journal of Finance and Economics |
| Dergi ISSN | 1450-2887 |
| Dergi Tarandığı Indeksler | SSCI |
| Dergi Grubu | Q4 |
| Makale Dili | İngilizce |
| Basım Tarihi | 08-2012 |
| Sayı | 98 |
| Sayfalar | 106 / 118 |
| Özet |
| The main aim of public institutions’ activities is to provide goods/services which will meet effectively and efficiently the needs and desires of public. To achieve the attitude called customer oriented manner, it is necessary to motivate the employees (internal customer) in this direction and to promote them to have this attitude. In marketing this attitude overlaps with internal marketing approach. According to this approach, public institutions regard their employees as customers called internal customers. The way of meeting external needs, desires and expectations of customers is to make adoption of satisfying the internal customers’ needs, wants, requirements and expectations. The philosophy called internal marketing addresses this approach. All communications, especially the behaviors of managers against employees, established between managers and employees which is one of the factors of this comprehension (physical conditions, organizational image, career possibilities, rewarding system, the way of doing work, wage and social rights) has a significant effect on internal customers’ motivation and job satisfaction. |
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