TY - JOUR TT - Hizmet İşletmelerinde İçsel Pazarlama Yaklaşımı AU - Özdemir, Doç.dr. Gökçe PY - 2014 DA - March JF - ISGUC The Journal of Industrial Relations and Human Resources JO - isguc PB - Aşkın KESER WT - DergiPark SN - 2148-9874 SP - 54 EP - 66 VL - 16 IS - 1 KW - İçsel Pazarlama KW - İçsel İletişim KW - Hizmet İşletmeleri KW - Toplam Kalite Yönetim N2 - Today, internal marketing applications as an approach in management are given attention and adapted by the service organizations. The power of interaction and relationship between the personnel and the customers positively affect the performance outcomes in service organizations. Therefore, companies give high importance to develop a strong relationship with their personnel. Many research studies reveal that the effect of employee commitment, trust and satisfaction of work on high service quality and high customer satisfaction is mediated by internal marketing efforts. Investing in personnel is subject to bring success especially in the competitive market where differentiation of services is getting harder. Thus, the application of internal marketing is gradually expanded in many service organizations such as banks, hospitals, airline companies, hotels and travel agencies. This study aims to enlighten and assess the internal marketing concept adopted by the service organizations to enhance the service quality and customer satisfaction based on internal communication and strong organizational culture. CR - A., Parasuraman, Zeithamland, Valarie A.& Berry,Leonard L. 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