Managing service quality with internal marketing schematics

Abstract

This article presents the development and application of a new tool for enhancing the quality of services delivered to a firm’s customers. This new model, the internal marketing schematic, has considerable advantages over other models that have been presented in the literature.
The internal marketing schematic is derived from a synthesis of existing tried and tested management tools. It identifies the processes involved in delivering quality services both internally and externally and provides for the measurement of the quality of these services. These measures are used to develop improvement targets for all groups within the organisation.
The internal marketing schematic encourages participation from all employees, focuses them on the impact of their activities on the firms’ customers and motivates them to achieve higher quality service provision .
The results of preliminary studies into the application of the internal marketing schematic suggest that the tool has considerable utility in achieving high quality service provision to customers.