IDEAS home Printed from
   My bibliography  Save this article

Employee Satisfaction Measurement – Part of Internal Marketing



    (Lucian Blaga University of Sibiu, Romania)

  • Iuliana CETINA

    (The Bucharest Academy of Economic Studies, Romania)


    (The Bucharest Academy of Economic Studies, Romania)


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

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    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


    Access and download statistics


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rom:rmcimn:v:13:y:2012:i:1:p:37-48. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Marian Nastase). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.