Internal Marketing for Customer Satisfaction in Retail Sector

In addition to the external customers, the internal customers too are increasingly seen as the key to the organizational success. Unfortunately, many retail organizations do not think in these terms and, as a result, have not developed the orientation necessary to produce outstanding customer contact employees. This paper presents an empirical study on the relationship among internal marketing factors and job motivation and job satisfaction in the retail stores in Visakhapatnam city. Findings show significant correlations and suggest that the retail stores should concentrate on internal marketing to have the satisfied employees to deliver customer satisfaction.