engleski

Measuring the relationship between Internal Marketing and Job Satisfaction, Motivation and Customer Orientation in Utility (Municipal) Services

Despite the theoretically proven positive effects of the internal marketing philosophy, it has not been widely accepted by marketing practitioners. In addition, there are not enough scientific papers on this topic, especially in the non-profit or the public services sector. The purpose of this paper is to measure the effects of internal marketing activities on the employee job satisfaction and motivation as well as their effects on the employees’ customer orientation in utility (municipal) services. Furthermore, the relationships between all internal marketing elements and the major internal marketing outcomes were explored as well as the links between them. The research revealed the extent of internal marketing implementation in utility (municipal) companies. It was conducted among the utility (municipal) firms’ employees in the Region of Istria. The research findings enhance knowledge of internal marketing and its effects in the public services sector. Furthermore, the indicated relationships provide useful information for managers in the public sector in their attempts to provide higher service quality through successful internal marketing practices.

Internal marketing; Utility (municipal) services; Job satisfaction; Motivation; Customer orientation

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