Internal Marketing and Motivation
Currently, the world of business had already focuses on recognizing the significance of human capital in the industrial age which changed their paradigms regarding people management. Different companies that have become successful in their respective industry had been able to reconsider their employees, thus they no longer treat employees a resource whose main role is to offer goods and services, but considered them as important to the capability of the entire organization, particularly in the aspect of services (2008).
Internal marketing involves the process of getting all the employees to love the brand, which in return, will help to induce and persuade the customers to love it (2005). It was first introduced and proposed in the service literature in 1970’s as a solution to the problem of delivering high quality of service (1998 ;2004).
According to (1990) internal marketing focuses on ensuring that the employees are consistently aware of delivering service quality. Employees realize the significance of their position in the company, which help to satisfy individuals. On the other hand, (2000) recognized important elements of internal marketing which include: employee motivation and satisfaction, customer orientation and customer satisfaction, interventional coordination and integration, marketing like approach and implementation of specific corporate and functional strategies (2004).
Internal marketing is commonly connected on the issue about motivation and satisfaction of the employees. Internal marketing include the application of motivation as a perquisite for their success in marketing of different services. Thus the entire management must be aware of motivations exact connotation in order to understand its use to the business. Motivation is the process of developing the desire within an employee in order to perform a task to his or her greatest ability based on own initiative of an individual (2005).This is primarily because of the fact that roots of the internal marketing concept focuses on the efforts to improve the quality of service. Internal marketing can help in order to motivate employees by focusing on 4 E behaviors which include: energizing, enabling, empowering the team members and ensuring that they have achieved objectives and recognized and awarded for what they have accomplished ( 2005).
One of the important aspects connected with internal marketing is viewing employees as internal customers. (1981) stated that internal marketing is the process of “viewing employees as internal customers, viewing jobs as internal products that satisfy the needs and wants of these internal customers while addressing the objectives of the organization.” Since then, the said term had become popular in marketing literature. This is supported with the idea of (1977) which stated that it is vital to satisfy the employees in order to satisfy the customers. By enabling the management to view their job offerings as products and their employees as customers, it pushes the managers to devote the same care to their jobs as they devote the purchasers or customers of their services (1976). In connection according to (1991), internal marketing is all about the process of attracting, developing, motivating and retaining those qualified employees via the job-products which help to satisfy their needs and demands. Due to that, internal marketing primarily focus on the process of treating employees as customers – which is considered as a strategy which help to shape job-products in order to fit the needs of the employees.
In the process of motivating the employees, it is vital to focus on the satisfaction of the employees. This is because of the fact that marketing of services of what customers buy focuses on the performance and labor of human. As a result, the process of attracting the best personnel, retaining and motivating them had become the most important process in any organization. This is particularly vital in cases or events where in the quality of service is the only differentiating factor between the performances of the competitors. This can be observed in the service industry, particularly in the tourism sector where in the customers are highly demanding of the employees, together with the employees who have high expectations from their roles and jobs as a source of important self-actualization and self-development. Under this situation, the impact of applying internal marketing approach will help to create more satisfied customer-contact employees who appreciate the logic as well as benefits of courteous, empathetic behavior in clear manner, particularly in the process of dealing with the customers, which will help to create greater satisfaction of the customers (2000).
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