ABSTRACT
Internal marketing is a management philosophy and accordingly requires management to ‘create, encourage and enhance understanding of and appreciate the roles of employees in the organisation’. Service excellence is associated with the motivation and the value of team working and being able to differentiate through high levels of external and internal service. Small and Medium Enterprises need to get the internal dynamics right and recognise that internal customers’ needs to be satisfied in order to meet the needs of external customers. The model suggests that a strong internal culture and effective internal communication can help drive the brand and company as employees feel empowered. Team working is essential and is seen by customers both internally and externally as a key differentiator between firms. The objectives of internal marketing are to get the ‘commitment of the employees to strategies and tactics of the firm and to create an environment where they feel motivated’.
