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| Author: | Piercy, N. |
| Title: | Customer satisfaction and the internal market: marketing our customers to our employees |
| Journal: | Journal of Marketing Practice: Applied Marketing Science
1995 : VOL. 1:1, p. 22-44 |
| Index terms: | STRATEGY IMPLEMENTATION INTERNAL MARKETING |
| Language: | eng |
| Abstract: | Many management theorists and consultants urge companies to focus on their customers' needs and satisfaction - this is common to strategic management , the marketing concept, the pursuit of "excellence", market-orientation, total quality management, relationship marketing strategies, and service quality theorists. However, in spite of the availability of many techniques and systems for monitoring and measuring customer satisfaction and using it in decision making, there are major implementation problems facing a customer satisfaction strategy which have been totally ignored. |
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