ABSTRACT
More than ever before, marketing planners must pay careful attention to the design of an integrated internal marketing programme. Increased attention toward the internal market (i.e. employees) is warranted owing to the challenge facing organisations in today’s increasingly competitive global climate. The nature of business has evolved such that both manufacturing and service industries are realising the importance of efficient and tailored customer service as a source of competitive advantage in a service economy (Grönroos, 1990a).
