INTERNAL MARKETING - A STRATEGIC PREREQUISITE FOR ACHIEVING CUSTOMER SATISFACTION AND CUSTOMER LOYALTY

Recently, the organizations began to recognize the importance of personnel as a key factor in the success of the business, especially in those sectors where the activity imposes numerous interactions and direct contact between the front desk personnel and the customers. The premise is that each employee that comes in direct contact with the customers is able to modify their satisfaction. Due to this reason, the customer relationship development depends in a great extent by the attitude, behavior and performance of the employees. Thus, success in the external business environment cannot be accomplished without the existence of a corporate culture and an internal environment able to sustain and motivate the employees to implement the relationship strategies with the external customers. Such an approach concerns not only the employees that are directly interacting with the customers, but the whole company personnel.