Employee Satisfaction Measurement – Part of Internal Marketing

Luigi Dumitrescu, Iuliana Cetina and Alma Pentescu
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Luigi Dumitrescu: Lucian Blaga University of Sibiu, Romania
Iuliana Cetina: The Bucharest Academy of Economic Studies, Romania

REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, 2012, vol. 13, issue 1, 37-48

Abstract: Since 1980 service companies have realized that standards and technology are essential for the successful implementing of the adopted strategy, but not enough. Without employees with the proper attitude, knowledge and skills, strategy can not generate the desired results. Great service companies highlight that employees (front-line employees) are responsible for the implementation of the service strategy, their satisfaction and loyalty having a direct and strong influence on the satisfaction and loyalty of the customers. In this context, this paper aims to highlight the importance of employees in delivering reliable services, as well as how to measure employee satisfaction levels. Regarding the employee satisfaction measurement, this paper presents a primary marketing research conducted on the front-line employees of the Romanian Commercial Bank of Sibiu. The data was collected using a primary research, which involved getting original data by conducting a survey research. In this case, the information was collected directly from respondents using a questionnaire that contained 19 questions. Results show that employees are generally satisfied, but the interaction with the customer is still affected by lower motivation, lack of quality standards from the customer’s perspective and their limited involvement in decision making.

Keywords: employee satisfaction; internal marketing; customer orientation; employee loyalty; internal customers. (search for similar items in EconPapers)
JEL-codes: G21 M31 M50 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:rom:rmcimn:v:13:y:2012:i:1:p:37-48

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