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Employee Satisfaction Measurement – Part of Internal Marketing

Author

Listed:
  • Luigi DUMITRESCU

    (Lucian Blaga University of Sibiu, Romania)

  • Iuliana CETINA

    (The Bucharest Academy of Economic Studies, Romania)

  • Alma PENTESCU

    (The Bucharest Academy of Economic Studies, Romania)

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.

Suggested Citation

  • Luigi DUMITRESCU & Iuliana CETINA & Alma PENTESCU, 2012. "Employee Satisfaction Measurement – Part of Internal Marketing," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(1), pages 37-48, March.
  • Handle: RePEc:rom:rmcimn:v:13:y:2012:i:1:p:37-48
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    More about this item

    Keywords

    employee satisfaction; internal marketing; customer orientation; employee loyalty; internal customers.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • M50 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - General

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