engleski

Adoption of Internal Marketing and Employee Satisfaction Level in Service Organizations in Croatia

The service sector is increasingly gaining share in GDP of many countries. Accordingly, services marketing and its specificities deserve special attention. Furthermore, employees play an important role in achieving successful service encounters and satisfied customers. Based on this assumption, a new approach to the services workforce management emerged in the 70's - Internal Marketing (IM). This approach shows potential to affect employee motivation, attitudes, behavior and satisfaction, which are the prerequisites to achieve satisfied customers. Although all circumstances suggest that IM could play an important role in today's economy, many studies have shown that it is not widely used by organizations. Moreover, it can be hypothesized that the level of use of IM corresponds to the level of employee satisfaction. The main goal of the current study is to identify the level of IM application in a highly service- oriented economy as is the case in Croatia and to establish if this level corresponds to the level of service workforce satisfaction. The results can be added to the body of knowledge by highlighting the equivalence between the level of IM use and the level of employee satisfaction. The results could also be useful for CEOs and marketing managers in their attempts to improve their services, which is especially important in today's highly competitive environment. The research will be conducted among service sector employees in the Republic of Croatia.

internal marketing • job satisfaction • service organizations

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