İÇSEL PAZARLAMA: LİTERATÜR İNCELEMESİ

Yıl 2003, Cilt: 5 Sayı: 20, 15 - 25, 29.06.2003

Canan Ay Burak Kartal

https://doi.org/10.14783/maruoneri.680615

Cited By: 4

Öz

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.

Anahtar Kelimeler

İçsel Pazarlama, İç Müşteri, Müşteri Tatmini

Kaynakça

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