Hizmet İşletmelerinde İçsel Pazarlama Yaklaşımı

Öz

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.

Anahtar Kelimeler

• İçsel Pazarlama, İçsel İletişim, Hizmet İşletmeleri, Toplam Kalite Yönetim

Abstract

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.

Keywords

• Internal Marketing, Internal Communication, Service Organizations, Total Quality Management

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