Internal marketing is a concept that focuses its efforts on the company’s employees, aiming to guide, train and motivate: 1) Employees who come into direct contact with customers (front-line personnel); and 2) Those who provide support services to work as a team and deliver customer satisfaction.
In the service industry, where service quality is inextricably linked to the service staff, internal marketing is critically important. It ensures that every employee understands and lives by the brand’s mission and values, which leads to better service and greater loyalty to the external customer.
