以内部营销提升企业服务质量  

Improving Enterprise's Service Quality Through Internal Marketing

作　　者：陈芳[1] 

机构地区：[1]渤海大学管理学院,锦州121013

出　　处：《标准科学》2013年第3期77-80,共4页Standard Science

摘　　要：内部营销把员工看作是企业最初的内部市场,在把服务通过营销活动推向外部市场之前,先对内部员工进行营销。内部营销是企业提高服务质量的前提。为了有效开展内部营销,服务企业应进行内部市场调研,细分企业内部员工市场;加强培训,使员工树立顾客导向的服务观念;针对员工的需求,切实激励与认同;尊重员工,赋予员工适当的权利;加强信息交流与沟通,统一思想和行动。Employees are thought as the initial internal market by the internal marketing.That is firstly to marketing the internal employees before providing the service to the external market through marketing activities.Internal marketing is the premise to improve the enterprise’s service quality.In order to carry out the internal marketing effectively,the service enterprises should conduct internal market research in order to make the internal employees’ market segmentation;The employees should set up customer-oriented service concepts through strengthen training;The employees should be effectively incited and identitied based on their needs;The employees should be respected and be provided appropriate rights;The employees should strengthen the exchange of information and communication so as to form the unified thinking and action.

关 键 词：内部营销 服务质量 员工满意度 

分 类 号：F274[经济管理—企业管理]