基于员工满意的内部营销规划模型

内部营销理论自二十多年前为Berry首次提出后,已经发展到人们把它作为一种人力资源和营销理论结合的用于应对变革的新工具。作为服务传递设计机制的服务蓝图法和内部顾客图模型在应用中各有其特点和缺陷。结合两者的优点,同时回避两者的缺陷,创建了内部营销规划模型,该模型以顾客满意为最终战略目标,同时激励员工的积极性,通过内部顾客的满意达到外部顾客满意之战略目的。

Internal Marketing Schematics Model Based on Employee Satisfaction

More than 20 years ago, internal marketing was first by Berry, it has advanced towards implementation vehicle employed to overcome the resistance to change, which is the rationale of marketing in the field of human resource management. Both internal customer map and service blueprinting have advantages and shortcomings as service delivery design mechanism. The two advantages are combined together and two shortcomings are shunned, the paper proposes a new tool of service delivery design mechanism-internal marketing schematics, in which customer satisfaction is the final strategy objective, employee satisfaction is the premise of customer satisfaction.