内部营销以及顾客满意的关系分析.pptVIP

内部营销与顾客满意的关系分析 * * What is internal marketing？ Three phase： 1、employee motivation and satisfaction “viewing employees as internal customers, viewing jobs as internal products that satisfy the needs and wants of these customers while addressing the objectives of organization.” 2、customer orientation “Holding that an organization’s internal market of employees can be influenced most effectively and hence motivated to customer-consciousness, market orientation and sales-mindedness by a marketing-like internal approach and by applying marketing-like activities internally.” 3、broadening the internal marketing concept –strategy implementation and change management “Aligning, educating and motivating staff towards institutional objectives the process by which personnel understand and recognize not only the value of the program but their place in it.” Internal marketing is a planned effort using a marketing-like approach directed at motivating employees, for implementing and integrating organizational strategies towards customer orientation . ——Pervaiz k. Ahmed and Mohammed Rafiq Five main elements: 1、Employee motivation and satisfaction 2、Customer orientation and customer satisfaction 3、Inter-functional co-ordination and integration 4、Marketing-like approach to the above 5、Implementation of specific corporate or function strategies * Synthetic Definition 从内部顾客满意出发，运用类营销策略、方法协调和处理内部市场的各种关系，以吸引、发展、刺激、保留优秀的员工为外部顾客提供满意的服务实现企业的盈利目标。——甘碧群 四个组成部分： 1、体现营销观念 2、运用类营销策略、方法 3、整合各个职能部门的功能 4、实现企业营销目标 * 什么叫做内部营销？ 顾客满意是一种心理活动，是顾客通过对一个产品的可感知的效果（或结果）与他的期望值相比较后所形成的感觉状态（甘碧群，2002）。 顾客满意的5个属性： 心理感受、相对性、个体性、社会性和道德性 顾客满意的层次： 物质满意、精神满意和社会满意 顾客满意＝感知绩效/期望值 * 什么叫顾客满意 工具性绩效和象征性绩效。 工具性绩效与产品的物理功能相关；象征性绩效同审美或形象强化有关。 不满意是由工具性绩效令人失望造成的，而完全满意同时需要象征性绩效达到或高于期望水平。 除了象征性和工具性绩效以外，产品还有情感性绩效。情感性绩效是拥有或使用产品的情绪反应。这种反应可能缘于工具性绩效、象征性绩效或缘于产品本身。 * 感知绩效的两个层面 * 顾客让渡价值和顾客满意 顾客让渡价值（CDV）就是指顾客总价值与顾客总成本之差。顾客总价值（TCV）指顾客从某一特定产品或服务中获得的一系列利益，包括产品价值、服务价值、人员价