Internal Marketing
A Burning concept for service sector business in Nepal

Service sector in Nepal is becoming more and more competitive in coming days. Prudent opportunities in the market and open up of Nepalese service sector to foreign companies aggravate the situation. In this complex marketplace Nepalese service business organization are operating in traditional management practices. Very few large service organizations are operating with good Human Resource practice and Capital and Knowledge base.  These pillars are prominent for maintaining promising competencies within organization to realize the objective; and in a long term the goal of a service organization. Good side to notice is that these organizations already started to realize slowly the importance of several Marketing and Human Resource philosophies to improve the service quality. The ultimate objective of these service business organizations in this era is to delight their customer by delivering quality services.

Internal Marketing is the Human Resource philosophy based on marketing concept. Internal Marketing views the employee inside organization as an internal customer, jobs as internal products and holds the view that all employee in an organization serve both a customer and a supplier even in the event where one or both of these are internal colleagues. The major objective of Internal Marketing is to develop customer conscious and motivated employee to improve the service quality and create a competitive advantages as well. This is also taken as a critical and fundamental activity to create a customer-focused organizational culture with an aim to establish internal and external awareness of customers. Internal Marketing is prevailing concept in service sector business to deploy competencies using the organizations most valuable resource-the Human Resource. Internal Marketing classify the employee of an organization in two types: First types of employees are those who serve external customers and Second types of employees are those who serve internal customers. This is especially because service organizations have realized that marketing and managing services presented issues and challenges not faced in manufacturing, packaging or in any other companies. Also for service organizations the satisfaction of customer depend on the quality of service delivered by an organization and the quality of service delivered by an organization depend of the front line employee of service organization- their satisfaction, customer consciousness and motivation. Service organizations now started to adopt this philosophy to maintain and work with satisfied employee and ultimately to retain and create new customer by using the competitive advantages created through. 

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