Impact of Internal Marketing Mix on Affective Commitment in Telecommunication Sector

Abstract

Employees are always major element for organization. Without quality employees, it is difficult for organization to survive. Now days, there is wide importance of employees and their worthy value is always concerned by organizations. In service sectors, frontline employees are backbone of organizations as they are directly engaging themselves with outside customers. With this sense, frontline employees are undertaken as internal customers. Internal marketing mix is involved which have basic seven elements which are internal product, internal price, internal promotion, internal distribution, internal people, internal processes and internal physical evidence. Internal marketing is communication of information to employees. It is the key to success of external marketing and success with profitability of service organizations. Now companies are focusing on motivation of employees to decrease the turnover rate by increasing the commitment of employees. Internal marketing is always depending on the idea of exchanging few words with internal markets and delighting as well as make pleasing employees like their own customers. Service employees regularly symbolize their organization in the eyes of customers.