In the highly competitive business environment, it has become extremely difficult for the companies to survive in the long run. An organization employs various techniques, methods, strategies and policies to compete with their competitors. The success of an organization depends upon its relationship with the customers. The employees play a vital role in building and maintaining relationships with the customers. The role that employees play in satisfying the customers is recognized by the concept of internal marketing. Internal marketing is identified as an effective solution to the problem of delivering high quality service to the customers, Bery et al. (1976).
Internal marketing refers to an ongoing process within the company that aims at promoting the company's policies through its employees by motivating, encouraging and empowering them so that they are able to deliver a satisfying customer experience. It is a process that arises within the company. This article seeks to explore the concept of internal marketing, how internal marketing can be possible in organizations and its issues and challenges.
