The Role of Internal Marketing and E-marketing in attaining Customer Satisfaction in the Educational Industry
A case study: New Century School/Private Schools Sector
Traditionally, customer satisfaction has been viewed as the primary antecedent to loyalty given the link between satisfaction, repeated purchase, positive recommendation, and profitability. However, satisfaction as a measure of the strength of the customer–brand relationship has been criticized as too cognitive in nature, measuring only a rational assessment of past experience.
Prior research has tended to focus on the investigation of individual relational variables and their effect on loyalty.
But what might such relational variables be? Here comes the role of internal marketing. Organization (Aims and Goals) Consumers (Satisfaction) Employees (Internal Environment) Employees are one of the main factors determining the quality of goods and services in organizations. Organizations perform their activities and reach their targets through the personnel they’ve employed. Therefore, employers are the most significant factor in the efficiency of an organization.
Morale and motivations of the employers are as important as their level of education.
Work environment in which people conduct their activities has a direct effect on work efficiency and performance of employees. Physical and social conditions of workplace are the principal factors determining their motivation in their work. An enthusiastic work activity by the employee results in job satisfaction. It is thought that job satisfaction is a factor determining the behavior of employees toward their work.
It is related to whether the expectations of the employees about their work are fulfilled and to how they feel about their work.
Higher levels of job satisfaction by employees of an organization have a significant role for the institution to reach its targets efficiently. It is a reality that the contribution of a worker who does the work because he/she has to (which can be considered in a different perspective in public employment) and that of a worker who feels that he/she is a part of the organization are not the same in terms of realizing the organizational targets.
Especially in public institutions, the quality, duration and efficiency of the work is closely related to the effort made by personnel. In private organizations, incentives such as promotions and salary bonuses can positively motivate personnel. Absence of these incentives in public organizations makes it necessary to use different motivation methods. Lack of a clear differentiation between hardworking and sluggish employees in any educational administration closely affects the job satisfaction levels of employees within organization and thus might affect the satisfaction of customers receiving the service.
In general, job satisfaction for the employees involves the work itself, wage, possibility of promotion, working conditions, benefits, co-workers, values of the personnel and relationships between employees and manager. Managers should create a working environment which will elevate the job satisfaction and motivation of employees of the organization. Thus, an effective, economic and good quality performance can be obtained from the employees.
Internal marketing is based on the relationship between three variables: employees, consumers, and the organization itself. The employees, by focusing on attaining the organizational objectives, will help the institution reach its previously determined goals. In addition, the internal relationship between the organization and the company itself has a great hand in the performance the employees yield. A good organization-employee relationship will yield a fascinating end product or service.
This will lead to a satisfied, loyal customer.
Customer Orientation Service Quality “Good Employer” Customer Satisfaction Doc. 1: Customer-based corporate Another important variable that must be taken into consideration is E-marketing. With the epic entrance of Face book, Twitter, You tube, Instagram, and many others to the marketing domain, the face of promotions and advertising has been changed for good. Schools are now employing Face book pages and Twitter accounts to their benefit.
They are also using such applications as incentives for teachers. Whenever a teacher performs a remarkable activity with his/her students, photos are posted and shared to shed light on the outstanding efforts put. Given the likes and comments that result of such an action, the teacher is left feeling proud and happy with his/her accomplishment. That feeling of appreciation from the administration, students, and fellow peers leave an educator completely motivated and giving even better effort in his/her job.
The end product or service, which is an educational service in our case, would leave the customer, the student, completely satisfied. Also, posting photos and videos of students’ innovations and remarkable behavior leaves them completely proud of their actions and plays a major role as an incentive to them achieving a better job at school. The primary variable that engages students in school activities of the act of shedding light on their excellence, especially in the cases where middle and low achievers proclaim extraordinary effort to achieve something they never thought they could. Read about arriott employee satisfaction