engleski

The Impact of Internal Marketing on the Customer Relationship Development

In today’s environment with strong competitive pressure, organizations have to nurture their relationships with customers. Employees play an important role in the maintenance and development of these relationships. Consequently, it could be significant for organizations to engage in marketing activities within the internal market (i.e. among employees) in order to achieve important outcomes. The purpose of this paper is to explore the impact of internal marketing on the customer relationship development. A research was conducted among service firms in order to identify the above relationships. The research showed that internal marketing significantly affects the customer relationship development. The results may provide managers with guidelines for their strategy development by highlighting the importance of well-applied internal marketing for the maintenance of long-term relations with customers.

Customer relationship development; internal marketing

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