Employee perception on internal marketing practices of organised retailers

In today‘s competitive environment, organizations in all industries have been forced to realize the importance of customer care and its key role in strategy. Nowhere is this more vital than in retailing. Consumers are becoming increasingly sophisticated in terms of their expectations and make far higher demands of those organizations who serve them. Quality is judged by standards of service and the role of the employee in serving them. The inseparable nature of retailing means that the human element forms an intrinsic part of the service package. The role of the employee in retailing varies according to the situation and the level of interaction. Frequently this depends on the degree of tangibility of a service. Management of people within the organization is a key task. The organization‘s staff is its prime resources and human resources management is the professional approach to finding and developing the right people. Central to successful service delivery is management of the customer/provider interface. Employees need to understand their role in the goods exchange, and retail organizations should provide the programs and strategies to ensure the highest standards of customer care. Service companies strive to achieve customer satisfaction through employee satisfaction. Two objectives of Internal Marketing are to ensure that the employees are motivated for customer oriented and service minded performance thus, successfully fulfill the duties as part time marketers in their interactive marketing tasks and to attract and retain good employees.