Naslov
The Impact of Internal Marketing on the Customer Relationship Development

Autori
Benazić, Dragan ; Ružić, Erik ; Alerić, Dražen

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Interdisiplinary management research XII / Barković, D. ; Runzheimer, B. - Opatija : Josip Juraj Strossmayer University of Osijek, Faculty of Econommics in Osijek ; Hochschule Pforzeim University, 2016, 903-913

Skup
Interdisciplinary management research XII

Mjesto i datum
Opatija, Hrvatska, 20.05.2016. - 22.05.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Customer relationship development; internal marketing

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA