Hizmet İşletmelerinde İçsel Pazarlama Yaklaşımı
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Date
2014
Authors
GÖKÇE ÖZDEMİR UMUTLU
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Open Access Color
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Abstract
İçsel pazarlama uygulamaları özellikle hizmet işletmelerinin gün geçtikçe daha fazla önem verdiği ve uygulamaya koyduğu bir yaklaşım olarak dikkati çekmektedir. Hizmet işletmelerinde personel ve müşteri arasındaki ilişki ve iletişimin gücü işletmenin performans çıktılarını da olumlu yönde etkilediği için işletmeler çalışanları ile olan ilişkilerini geliştirme çabalarına özen göstermektedir. Pek çok araştırma içsel pazarlamanın işyerine bağlılığı güveni ve memnuniyeti arttırdığı dolayısıyla personelde yaratılan bu etkinin daha iyi bir hizmet sunumuna ve yüksek müşteri memnuniyetine aracılık ettiğini ortaya koymaktadır. Bu nedenle rekabetin yoğun ve hizmetleri farklılaştırmanın zor olduğu günümüzde içsel pazarlama aracılığı ile personele yapılan yatırımların geri dönüşü başarı getirmektedir. İçsel pazarlamanın bankalar hastaneler havayolu işletmeleri oteller ve seyahat acentaları gibi farklı hizmet alanlarındaki uygulamaları ise gittikçe yaygınlaşmaktadır. Bu çalışma hizmet işletmelerinde kalite artışına ve müşteri memnuniyetine neden olan içsel iletişimi ve güçlü bir örgüt kültürünü temel alan içsel pazarlama kavramına açıklık getirmek ve önemi üzerine değerlendirmeler yapmayı amaçlamaktadır
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İş Güç, Endüstri İlişkileri ve İnsan Kaynakları Dergisi
Volume
16
Issue
1
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56
End Page
66
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