Internal marketing and organizations performance among large supermarkets in Nairobi:a case study of leading supermarkets in Nairobi county

Abstract

Internal marketing plays a major role in the successful implementation of a company’s goals and objectives. The ultimate goal in this context is to present internal marketing as a technique for gaining the acceptance of the employees or departments that are critical to the successful implementation of performance improvement programs (Lewis, 1996). The argument is based upon the view that the internal market consists of groups of workers and managers communicating and interacting with other external groups of workers and managers within other organization, and that the establishment and maintenance of effective and efficient relationships between these groups is the focus of internal marketing efforts. Most organizations direct their focus on the external marketing (The customers who purchase the company goods and services and little or no attention is given to the internal market yet these individuals and groups could collectively be regarded in much the same way as external “customers” of the organization. Then in this regard internal marketing would play a pivotal role as a means for improving corporate effectiveness and efficiency in service delivery by improving ‘internal market’ relationships and processes. Employee turnover would be drastically reduced and foster a sense of belonging and ownership between the organization and its employees. For instance, Lewis, (1996) argued that internal marketing is an appropriate vehicle or approach for promoting the firm and its products or services to the firm’s employees (Brand ambassadors). Employees are essential and central to delivering the services that are provided, thus they must be knowledgeable and motivated. In addition, they must be trained by the organization to be aware of the firm’s policies and strategies. Corrall and Brewerton 1999) argued employees of the firm are the cheapest and most effective way of marketing an organization. Gronroos (1985) has long described this important dimension of services marketing. Many authors stress the importance of training and motivating employees, in order that they can effectively carry out their duties to the firm in dealing with customer needs. Internal marketing as a philosophy describes a customer-orientated culture in which everyone understands the strategic intent or purpose, and is motivated to participate in implementing the overall company strategy