服务质量差距模型在内部营销中的应用

The Application of Service Quality Model in Internal Marketing

服务企业大多关注外部市场,却常忽略对内部天然市场即企业员工的营销,而所有的外部营销目标的实现都必须以内部营销为支撑。现介绍内部营销的基本理论,然后将内部服务质量差距模型应用于内部营销,以分析、弥合内部服务质量差距,实现内部顾客满意,并最终实现外部顾客满意的企业目标。

Most enterprises pay attention to external marketing rather than the natural internal marketing,known as the employee marketing and ignore internal marketing's role that supports all the goals of the external marketing.This paper introduces the basic theory of internal marketing and application of service quality model in internal marketing.Meanwhile this theory also can be used to analyzing internal service quality in order to make the internal customs satisfaction and achieve the enterprise's final aim of making the external customs satisfied.