Internal marketing in the function of improving consumer satisfaction
Interni marketing u funkciji povećanja zadovoljstva kupaca
Abstract
Changes in environment inflict the new conditions which need to be adjusted to, but which should be exploited too. Internal marketing is an area which provides possibilities for effective usage of personnel potentials and as such presents potential source of competitive advantage. The concept of internal marketing directs attention toward employees’ satisfaction and maintaining good, longlasting relations with them. In order to use the potential of its employees, a company has to know them very well, to motivate them, and conduct appropriate educational programmes in order to create and deliver high quality service.
Apstrakt
Današnje promenljivo okruženje definiše nova pravila poslovanja kojima se moraju rukovoditi svi zaposleni u organizaciji. Poslovna praksa ukazuje na potrebu kreiranja sinergijskog efekta, kako u sprovođenju aktivnosti usmerenih ka tržištu, tako i u efektima interakcija između zaposlenih. Aktuelne promene na polju novih tehnologija mogu uticati na poboljšanje ukupnih efekata poslovanja, ali regrutacija odgovarajućih kadrova, njihovo motivisanje i napredovanje u skladu sa zahtevima radnog mesta, i dalje je jedan od osnovnih zadataka u organizacijama koje imaju za cilj da iskoriste sve potencijale savremenog okruženja. Upravo je povezivanje zadovoljstva zaposlenih, kao osnovne dimenzije koncepta internog marketinga, sa zadovoljstvom kupaca moguće tretirati kao područje u kome je izvodljivo ostvariti prednost na današnjem dinamičnom tržištu.
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