The rhetoric and reality of marketing in Cyprus

Ioanna Papasolomou-Doukakis

Chapter Chapter 4 in The Rhetoric and Reality of Marketing, 2003, pp 48-71 from Palgrave Macmillan

Abstract: Abstract This chapter presents research carried out within the Cypriot retail-banking sector regarding the ways that internal marketing helped change the culture of the sector to become more customer focused. We start by reviewing just what internal marketing is, adding our own interpretation of this marketing initiative. After a short presentation of the research methods, four core themes are explored which constitute internal marketing, namely: internal customers training and education quality standards reward systems

Keywords: Service Quality; Customer Satisfaction; Customer Service; Monetary Reward; Internal Marketing (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55470-2_4

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DOI: 10.1057/9780230554702_4

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