Internal marketing as a chance of development of the enterprises on the example of service companies in zachodniopomorskie Cover Image

Marketing wewnętrzny szansą rozwoju przedsiębiorstw na przykładzie firm usługowych w województwie zachodniopomorskim
Internal marketing as a chance of development of the enterprises on the example of service companies in zachodniopomorskie

Author(s): Rafał Mazur
Subject(s): Economy
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego

Summary/Abstract: Article shows the big meaning of internal marketing, with the special acknowledgement of capacity potentiate, motivating process and creation of possibilities for the attendants of service sector to develop. It could go far towards getting the competition advantage of the enterprises. On today’s strongly competitive market, creation of the development conditions for the attendants has huge meaning, especially in the service sector. Professional, well educated and content worker, performs his duties much better, what has effect on the clients satisfaction. In order to diagnose the situation in the area of internal marketing usage at the companies, in the third quarter of 2012, was made a poll using the CATI method. It is a method of the phone poll abated by the computer, that gives possibility to integrate the poll with the program, quick registration and summing of the different variants of answers. The poll was made on the group o 76 people taking the executive occupations (37 women and 39 men) in the randomly chosen companies of the service sector in zachodniopomorskie. Most of them were micro enterprises (79%). Companies employ-ing between 10 and 49 workers has a hand in 21%. The biggest age group was the group of responders in the age between 35 and 44 years old (72%). Almost every fifth of the examined was in the group between 45 and 54 years old. Only 10% of the examined were people in the age between 25 and 34 years old. Conducted researches show, that motivation of the crew to self development and creation of the new solutions is not sufficient in the opinion of the executives. Activities in the area of internal marketing are taken by the executives in the opinion of respond-ers. It focus mostly on trainings system, good atmosphere and communication at work. The research results suggest, that the executive cadre realize the meaning of motivation and development process on workers. It is especially important at the service companies, in which employees have a direct contact with the clients much more often.

  • Issue Year: 2013
  • Issue No: 16
  • Page Range: 163-174
  • Page Count: 12
  • Language: Polish