INTERNAL MARKETING AND INTERNAL CUSTOMER SATISFACTION IN MUNICIPAL ENTERPRISES: İZDENİZ A.Ş. CASE STUDY
BELEDİYE İŞLETMELERİNDE İÇSEL PAZARLAMA ANLAYIŞI VE İÇ MÜŞTERİ MEMNUNİYETİ: İZDENİZ A.Ş. ÖRNEĞİ

Author : Serpil ÜNAL KESTANE
Number of pages : 95-113

Abstract

In this study the activities of İZDENİZ A.Ş., an enterprise of Izmir Greater Municipal Enterprises, has been evaluated from the perspective of internal marketing and the results of internal customer satisfaction measurement have been provided. The main objective of this study is to measure the level of satisfaction of employees of İZDENİZ A.Ş. which provides marine transport services in İzmir and to determine whether the said satisfaction differs or not in line with various factors. The ultimate objective of the study is to establish what type of a strategy needs to be developed in this enterprise in terms of internal marketing. With permission from İZDENİZ AŞ, face-to-face public survey has been carried out with 125 employees of the enterprise. “Job Satisfaction Survey” has been used in the study. The data obtained was evaluated using the SPSS 22.00 software program. The results of survey suggested that the employees of İZDENİZ A.Ş. were generally satisfied with the enterprise and that they are proud of and happy with their jobs but that they have some worries about wages. Because of those impressions, considering the fact that İZDENİZ A.Ş has both a private as well as public status, some strategies have been proposed towards internal marketing.

Keywords

Marketing, Internal Marketing, Internal Customer Satisfaction, Customer Orientation, Municipal Enter

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