An internal marketing approach to total service quality: a guide for practitioners.
For many organizations, the emphasis today is the development of total service quality. To achieve these goals, organizations must not only apply the marketing concept to external targets, but also plan and control internal facets of their operations. The purpose of the present article is to develop the rationale for Total Service Quality (TSQ) based on an Internal Marketing Approach (IMA) as well as to posit the steps necessary to implement an IMA.
Shank
M D
MD
Department of Marketing and Management, Northern Kentucky University.
Gilbert
F W
FW
D003258:Consumer Behavior; D017408:Guidelines as Topic; D006788:Hospitals, Voluntary / Q000592:standards*; D008389:Marketing of Health Services / Q000458:organization & administration*; D015279:Organizational Culture; D009936:Organizational Innovation; D010557:Personnel Administration, Hospital; D010934:Planning Techniques; D013192:Staff Development; D017749:Total Quality Management / Q000458:organization & administration*; D014481:United States