Integrating Human Resources with Business Strategy through Internal Marketing

Abstract

Satisfied internal customers and their attitude are prerequisites to satisfied external cutomers. So it is important to integrate the service provision process throughout the whole organization for building a stronger external customer satisfaction index. Delivery of the intended service to the customer is likely to be dependent on the extent of integration or values and behaviour of the employees in an organization. Internal consistency is a powerful influencing factor in what teh external customer perceives from the variety of encounters expericed in the process of receiving the products and services of a firm.