Naslov
APPLICATION OF THE INTERNAL MARKETING CONCEPT IN THE CROATIAN FINANCIAL SECTOR

Autori
Ružić, Erik ; Benazić, Dragan ; Dolenec, Sanja

Izvornik
Ekonomski pregled : mjesečnik Hrvatskog društva ekonomista Zagreb (0424-7558) 64 (2013), 3; 241-255

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
internal marketing ; internal marketing components ; employees ; financial sector

Sažetak
Customer relationship development represents a strategic goal for most organizations in contemporary market. In achieving this goal, salespeople as boundary spanners are crucial and particularly successful when highly satisfied. Satisfaction with manager is a part of the components that impact the overall employee satisfaction. Accordingly, sales manager’s attitudes, behavior and skills (such as communication skills) can significantly impact their subordinates’ satisfaction through their satisfaction with manager. The main aim of the study is to explore the relations between the components of effective manager’s communication (i.e. listening skills, open communication and effective feedback) and satisfaction with sales manager, as well as the relations between the above satisfaction with manager and customer relationship development. The results will provide deeper insights into the said relationships in the sales context. Moreover, the beneficiaries of the study would be sales managers that can provide the impetus to improve communication with subordinates in order to achieve greater satisfaction among subordinates with the management and the overall satisfaction with the final goal to eventually positively impact the relationship with the organization`s customers.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA