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| Author: | Prasad, A. Steffes, E. |
| Title: | Internal marketing at Continental Airlines: convincing employees that management knows best |
| Journal: | Marketing Letters
2002 : MAY, VOL. 13:2, p. 75-89 |
| Index terms: | Internal marketing Service marketing Management personnel Incentives |
| Language: | eng |
| Abstract: | The authors examine profit sharing compensation schemes that reward employees for achieving customer service objectives. They discuss how such schemes should be implemented, and explain why management needs to convince employees through internal marketing programs about the benefits of its scheme, and obtain the optimal amount of profit that the firm should share with employees, and the optimal effort it should spend on internal marketing. Finally, they relate the analysis to a successful scheme implemented by Continental Airlines. |
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