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Internal marketing (Benefits of Internal marketing (promotes coherent…
Internal marketing
Benefits of Internal marketing
promotes coherent brand identify
provides staff focus
supports relationship building with customers
enables staff feedback
4 type of employees Ind (2007)
Brand champions
Brand agnostics
brad cynics
brand saboteurs
encourages staff identify with brand
employees must be considered
marketing can not live an isolated life (Gummersson (1991)
employees to live the brand - they need to be empowered
internal marketing = helps innovation with staff feedbacl
Role/Impact on staff
Heart of the brand experience.
Face to Face (Normann (2002)
Tech - places a part in communication
Service Package (Normann 2002)
Small changes can improve services or to save costs - increase value to customer.
communication
staff need information/communication
2 way communication required
defined as strategic management of interactions and relationship[s between stakeholders within organisation .. (Welch and Jackson 2007)
4 levels of communication (Welch and Jackson)
line management
internal team peer
internal project
Internal corporate
Critical Service interactions
customer experiences, positive or negative
Unfair customers
customer always right - but not always,
can be unjust (Berry and Seiders (2008)
ie. verbal abuse, rule breakers, balmers
Improve customer behaviour
brand needs to be understood and correctly enacted by staff
strong customer focus and consistent brand portrayal = need suitable staff.