Internal Marketing Influence For Enhancing Employees' Satisfaction In Bahrain Post - A Case Study

Abstract

Abstract : In service marketing, much of what customers buy is labor, or human acts of performance. Consequently, attracting the best personnel, their selection, and motivation become critically important. To achieve this objective, organizations must focus their efforts on developing and sustaining an organizational culture that emphasizes internal customer well-being as a means to attract and retain external customer patronage. This rationale is based on the notion that to the external customer, the internal customer represents the firm. In fact, a growing body of empirical evidence suggests a direct relationship between a firm's financial success and its commitment to internal marketing practices that treat employees as assets. In the study, the interpretive approach has been adopted, as this philosophy urges that the social life of management and business is rich and far too complex that requires an in-depth understanding of diversity, possibilities, and interpretations. It relates to the view, opinion, and perception of people as they are experienced and expressed in everyday life. Therefore, the methodology used in this study is qualitative because it is more suitable for service organizations due to its rapidly changing and fluid environments Eight semi-structured interviews were conducted by the researcher, primarily with non-managerial staff in five different postal counters, to assess whether the practice of internal marketing has an effect on the level of employee satisfaction and motivation within Bahrain Post. The study's findings add evidence that the degree of relationship between internal marketing and employee satisfaction and motivation is so tenuous and variable that, if there is a causal connection, it must be either intrinsically weak or conditioned by other circumstances in the work situation