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INTERNAL MARKETING - Coggle Diagram
INTERNAL MARKETING
MODELS
Ahmed, Rafiq & Saad Model
Based mainly on Berry and Grönroos' models, making a connection between the elements that make up internal marketing and its relationship with external customer satisfaction. It contemplates different items but does not directly address the activities that can and should be developed to achieve employee motivation and satisfaction. It has an association with customer orientation and creates, in an indirect way, customer satisfaction.
- Factor 1: Support provided by the senior management.
- Factor 2: Business processes
- Factor 3: Cross-functional coordination
Lings & Greenley Model
- Formal generation of information
- Informal generation of information
- Dissemination of information
- Answer
Tansuhaj, Randally McCullough Model
This model provokes positive attitudes from the employee, generating behavior of effort and work development, which will be reflected in external marketing, resulting in a positive attitude and behavior towards the company.
Lings Model
- Each internal process has an internal supplier and an internal customer.
- The internal customer is the one who must communicate to the supplier internal their needs.
- The services provided by suppliers must be evaluated and then you have to communicate those results.
- The level of detail in the model can be increased until it reaches each employee individually, considering that there is always a supplier or a customer and, finally, all employees are, in some way, responsible for the goals and objectives of the organization.
Bohnemberg Model
This Bohnemberger model considers the employee as the company's internal customer on the basis of 4 premises:
- Philosophy of the organization
- Process Coordination
- Internal Marketing implementation activities
- Applied Actions
Grönroos Model
- The author cites, development and early information on advertising campaigns as alternatives to having motivated and customer-oriented employees.
- Results are obtained in the short term.
- It aims to make the employee: a satisfied internal customer and a competitive advantage in the medium and long term.
Gounaris Model
The Gounaris model is based on the theory put forward by Kohli and Jaworski (1990) and Lings (2004)
- Generation of internal market intelligence
- Internal communication
- Response to intelligence
Berris Model
Principles:
- Create a positive amount towards the outside of the company.
- See the employee as a customer.
- A competitive advantage by having satisfied internal and external customers.
- Treating tasks as a product and seeking employee involvement and participation.
Jose Ruiz Alba Model
The aim of this author is to measure in a comprehensive and affordable way the degree of internal market orientation in companies.
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ELEMENTS
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Company
Better working conditions, greater participation of employees, better working environment and greater motivation and integration for greater profitability.
Internal Communication
An internal communication plan must be horizontal and a correct ascending and descending communication.
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PRINCIPLES
The training of each member of the company has the objective that each worker knows what he or she does, why and accepts his or her role within the organization.
Every worker must have a very clear vision of how the company wants to relate to its customers and to what extent each person in the company is involved in this.
Employees must accept that the company´s training services and other activities are intended to support them in their contact with customers.
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Employees must understand that they have to act as instructed, and that in certain cases they have to provide addistional services.
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Massive internal communication must be facilitated. Managers must inform about the company's strategies and the results obtained
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PHASES
2. Adaptation of the "internal market" to the demands of the "external market""
There must be a framework of the external needs adapting them to the internal processes that are being carried out.
3. General mobilization around improvement actions
There will be a current meeting to propose solutions for improvement in the Internal Marketing Strategy.
1. Knowledge and understanding of the "internal marketing".
Qualitative studies on motivation, communication, image, organization and climate should be carried out.
DEFINITION
Internal Marketing is the promotion of the objectives, mission, products, and services of the company to its own employees. Motivating them and training them at the same time so they can give great customer service to the client and reach the company objectives in the most effective way.