● Building supportive working relationshipsfor employees should be a key
issue when developing an internal marketing approach. Employees
should be able to provide each other with consideration, trust, warmth
and support, which helps to break down barriers within and between
departments.This enhances internal communications and the likelihood
of achieving internal and external service quality.
Effective recruitment and management of employees has become a
powerful strategic weapon in an increasingly competitive environ-
ment. Companies which are able to harness their resources and
implement strategies and plans to recruit, train, motivate and retain
employees are much more likely to be able to compete more effec-
tively and provide long-term service quality for both internal and
external customers. The next section of this chapter will look at four
case studies which all address key issues relating to the recruitment
and internal market domains.
References
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keeping the best service workers. Managing Service Quality, 6 , No.
2, 36–40.
4 IRS Employment Review(1996). Policy and practice in recruitment:
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5 Rodger, A. (1975). Interviewing techniques. In Ungerson, B. (ed),
Recruitment Handbook(2nd edn), Gower, Aldershot.
6 Lewis, C. (1985). Employee Selection, Hutchinson, London.
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chometric tests in British industry and commerce. Human
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