MKT 723 Chapter Notes - Chapter 12: Interactive Marketing, Internal Communications
13 May 2013
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Chapter 12 employees" roles in service delivery. Behaviour of employees in an organization is influenced by the culture of the organization. Corporate culture pattern of shared values that give members of an organization meaning, and provide them with rules for behaviour. Service culture where appreciation for good service exists, and where giving good service to internal and external customers is considered a way of life. Culture the way we do things around here . Front-line employees and behind the scenes employees are critical to the success of any service organization. The triangle shows three interlinked groups that work together to develop, promote and deliver services. Between these three groups, three types of marketing must be carried out for a service to succeed. External marketing references to the marketing effort the firm engages in to set its customer"s expectations and make promises. Interactive marketing refers to a phase where promises are either kept or broken.
