De la satisfaction du personnel en contact à la satisfaction du client: Le rôle pivot du marketing interne dans le secteur des services

Myriam Bellaouaied ()
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Myriam Bellaouaied: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: The role of the "contact employees" became an element of differentiation. The important place granted to relational Marketing in the sector of the services does not cease evolving. This evolution brings back to us to a new orientation marketing which is Internal Marketing. A review of literature has built a model studying, on the one hand, the impact of internalmarketing on attitudes and behaviors of service employees and, on the other hand, on the customer satisfaction in services companies. The results obtained show that Internal Marketing has an impact on the satisfaction of the two populations. The role of job satisfaction appears to be a mediating variable in the relationship internal marketing-customer satisfaction.

Keywords: Marketing de services; Marketing interne; satisfaction; qualité de services perçue; qualité de services perçue. (search for similar items in EconPapers)
Date: 2012-05-09
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Published in 28ème CONGRES INTERNATIONAL DE L'ASSOCIATION FRANCAISE DU MARKETING., May 2012, France. pp.1-37

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00706053

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