Öneri Dergisi 1300-0845 2147-5377 Marmara University 10.14783/maruoneri.680615 İÇSEL PAZARLAMA: LİTERATÜR İNCELEMESİ Ay Canan CELÂL BAYAR ÜNİVERSİTESİ Kartal Burak CELÂL BAYAR ÜNİVERSİTESİ 06 29 2003 5 20 15 25 05 01 2003 06 02 2003 Copyright © 1994, Oneri 1994 Oneri

İşletmelerin çalışanlardan oluşan iç pazarında, pazarlama benzeri bir yaklaşım sergilemesini ifade eden içsel pazarlama’ kavramı, çalışan yani 'iç müşteri' tatminini ve dolaylı olarak pazara sunulan mal ve hizmet kalitesini artırmayı amaçlamaktadır. İçsel pazarlama kavramı kısa sayılabilecek tarihsel gelişim sürecinde tanım ve kapsam olarak oldukça genişlemiştir. Buna karşılık kavramla ilgili teorik belirsizlik ve farklılaşma artmış; buna paralel olarak az sayıda şirket içsel pazarlama kavramından uygulamada yeterince yararlanabilmiştir. Bu çalışma ile içsel pazarlamanın tanımları ve tarihsel gelişimi incelenmiş; böylesi bir kavrama neden ihtiyaç olduğu, kavramın ortaya çıkardığı sorunlar, kavramın uygulanması ile ilgili önemli kavramlar, modeller ve araçlar gözden geçirilmiştir. Ayrıca iç ve dış müşteri tatmini arasındaki ilişki ile iç müşterilerin hizmet kalitesini değerlendirmede kullanabilecekleri boyutlar özel olarak ele alınmıştır.

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