engleski

INTERNAL MARKETING IN TRANSPORT ENTERPRISES

Internal marketing refers to a marketing concept directed at employees in order to achieve competitive advantages, successful employee involvement, education and motivation, with the goal of providing customers with quality and complete service. This means that quality service should not be promised before the personnel of an enterprise are prepared to provide it. Therefore, transport and traffic enterprises should be characterized by the creation of strategic intentions, i.e., a vision of service that presupposes a description of the achievement of the desirable goals of company operations and helpful leadership, which is a necessary prerequisite in order for the vision of service to be implemented. This implies that evervone must be oriented toward customer service, because otherwise it will not be possible to achieve consistently high quality service. Since customers perceive services offered as being of high quality only in the event that their expectations are met, traffic and transport enterprises must constantly work to improve the quality of their services and assess customer satisfaction. The concept of internal marketing in transport and traffic enterprises has the task of coordinating with the other functions to assure long-term and profitable customer relations.

internal marketing; employee; company culture; motivation; marketing concept

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