Internal marketing in the Malaysian telecommunication industry

Abstract

The Telecommunications industry is currently undergoing changes due to globalisation and new technological developments (Telekom Malaysia Berhad, 2000). Multiple mergers and acquisitions have resulted in global expansion, liberalisation and privatisation of the industry (Leisen and Vance, 2001). Thus, achieving the right service quality is important as it is the driving force for productivity and profitability (Edvardsson et al ., 1994). Good service could be achieved through empowerment (Tschohl, 1998); and adequately trained staff (Gummersson, 1991). Employees are internal customers of the organisation because they receive services and products from other members of the organisation to carry out their jobs (Zemke, 2002; Zeithaml and Bitner, 1996). Thus, individual units or departments need to view themselves as customers and suppliers (Farner et al ., 2001). Customer orientation of the frontline employees is crucial for business success as the behaviour of the employees affects the customer perception of the service (Kelly, 1992). A study was carried out on frontline employees of telecommunications service providers to determine the company’s most important service attributes, as improvements in the service attributes could improve the internal customer service quality and eventually, the companies’ service quality.