Abstract
In the new economy customers are becoming more demanding,
therefore organizations should embrace services as excellent
opportunities to differentiate themselves from their competitors.
Internal marketing is a tool that service organizations can utilize to
ensure that they build a sustainable competitive advantage in the
marketplace.
Organizations who successfully want to improve and implement
internal marketing need to identify employees’ perceptions and
expectations on the concepts of services, organizational capital,
and communication within the organization.
The internal marketing challenge is not an easy one. It is an ongoing
process through which organizations have to change operational
procedures and convince management and employees to alter their
behaviour and beliefs.
Organizations which succeed internally will excel externally.
Prof. C.J. Jooste