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Internal marketing in the Malaysian telecommunication industry

Md. Yusof, Ainan and Baharun, Rohaizat (2009) Internal marketing in the Malaysian telecommunication industry. In: The Essentials of Marketing Principles. Penerbit UTM Press, Skudai, Johor, pp. 1-36. ISBN 978-983-52-0718-1

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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.

Item Type:Book Section
Subjects:H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:Management and Human Resource Development
ID Code:14553
Deposited By: Siti Khairiyah Nordin
Deposited On:26 Aug 2011 01:14
Last Modified:13 Aug 2017 01:08

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