This essay is a case study carried out at Flow Systems Ltd that foremost aims to treat the internal marketing at the company. The aim with the essay is to analyze and evaluate Flows internal marketing in connection with a process of change and how this reflects the external marketing in relation to customers. The method that has been used is qualitative in the form of depth interviews carried out with management, employees and customers. This type of data was chosen since it is a good way of gathering more specific information regarding the informants preferences about the company. Among other things the results of the interviews showed internal marketing deficiencies, but that has not influenced the customers in a negative way. The conclusion was that the inferior internal marketing does not affect the cooperation and the communication between the company and its customers, however it has a big effect on the employees.

Internal communication is very important in organizations as it has many advantages. Communicators such as marketers should have an internal market in mind and not just the external as it could be a key to success. Media channels that are used to communicate internally also play a big role in what the company is trying to convey to the internal market. Print communication plays a minor role, if any, in smaller companies now that electronic communication is making it easier for businesses to coordinate, educate and motivate internally. However, face-to-face was seen as the most effective tool in internal communication. Finally, there were no findings that the economic crisis in Spain 2013 was affecting the internal communication.

"Digitization" is the global economic policy and technology development trend of the times. Cable companies have begun the digital world layout a long time ago. This research aims at finding out what kind of role as enterprise architecture plays in the digital cable TV internal marketing management. In this research, we select ¡§C¡¨ cable company in Kaohsiung as a case study, using both participant observation and secondary data analysis for data collection purpose, conducting semi-structured interviews for interviewing purpose, in order to find out how much benefit is generated by applying enterprise architecture to the digital cable TV internal marketing management. We construct a digital cable TV enterprise architecture platform for the evaluation of marketing strategy. Through case study, comprehensive results shall provide digital cable TV industry some insight recommendations on the organization marketing management of promotion, the use of help, and marketing of reaching consensus and proper use of various marketing tools. This is the contribution of our research.

Under highly global competitive circumstances, following with the more importance of Service marketing, the concepts of marketing changed revolutionarily and rapidly; and more and more enterprises put emphasize on the new concept of internal marketing. It means successful company should not only focus on consumers and employees at the same time, but consider their employees as internal consumers. Only by doing so, it could motivate employees¡¦ consumer consciousness, higher organization commitment and the higher service quality. Therefore, the highly qualified employee has become one of the key points for company to success, and the precious asset to keep its competitive advantage and superior. Through the framework of internal marketing theory, qualitative and quantitative methods are adopted in this research. The research aims to examine the essence of internal marketing and its influence in organization commitment. Probing the internal marketing management activities in case company by in-depth interview, also analyzing the relationship between internal marketing and organization commitment by the questionnaire survey. The questionnaire results indicate that the loyal level of organization commitment of employees mainly depends on employees¡¦ cognition and satisfied level. In other words, enterprise¡¦s internal marketing plan will affect its employees¡¦ consciousness and satisfaction and level of commitment to the organization. Therefore, mangers could create a better environment and get staff¡¦s higher organization commitment as long as they could make a perfect internal marketing plan.

During the expansion of service quality research in the early 1980s, Berry (1980,1983) and Grőnroos (1981, 1983) develop a business concept with the central aim of achieving a customer-focused workplace and, in turn, providing high quality service for end customers. So there are lots of researches focus on the relationship between internal marketing and customer orientation, and there is no exception of this research. Through this research, we want to realize besides organization policy, which we mean internal marketing, if personal values, which we mean employee work values, can help employees understand and be more customer-oriented? Besides, we find there are lots of discussions about the relationship of internal marketing and customer-orientation behavior, but there are few examine the relation. So we put employee job performance in our research to measure individual contribution. The data of this research is obtained from personal finance operators of seven banks. We use structural equation model (SEM) and Pearson correlation to find the relationships among internal marketing, work value, customer-orientation behavior and job performance. This research finds that internal marketing will positively influence customer-orientation behavior through work values, and internal marketing can directly and positively influence employee job performance. So, based on the results of this research, managers can focus some work values to be criteria recruiting employees. Or more constructively, managers can design some systems to help employee ¡§re-socialize¡¨ to chage or create their work values.

Direct Selling in Taiwan, due to it¡¦s changing from focusing on distributor¡¦s face-to-face connecting with customers to emphasizing on real channel and electronic commerce; it has been a part of service Industry. Therefore, a good quality of service is become a key which could turnover people¡¦s negative impression on direct selling. We can see that within these years, for gaining positive reputations, most of direct selling companies have given lots of their efforts and money on external marketing activities, such as image commercial, sports sponsor, charity activities, and etc. But, who could win the competition at the end? The way to success is the way that internal employees having satisfied service to external customers. There are many ways of encouraging employees doing excellent service. Some scholars¡¦ studies found out an effective communication which could lead employees to a customer service oriented attitude is internal marketing. This is a case study of a direct selling company that operates its business with real channel. The major purpose is to find out whether internal marketing influence the attitude of customer orientation, and if supervisor trust and job satisfaction could be improved by internal marketing. We discuss four variables (internal marketing, supervisor trust, job satisfaction, customer orientation) to search out the relation among them. This research pointed out that 1. The higher satisfaction level employees practice to internal marketing, the more satisfaction they got in supervisor trust. 2. The higher satisfaction level employees practice to internal marketing, the better performance on customer orientation. 3. Close linkage between supervisor trust and employee¡¦s job satisfaction. 4. There is a positive relation between employees¡¦ job satisfaction and customer orientation.

The Relationship between Internal Marketing and Patient Oriented Behavior ¡XThe Evidence from Kaohsiung Municipal Hospital In 21th century , not only the life quality but also medical care is perfect was requested by the people. The quality of service is highly related to the front-line worker. According to the literature review, the internal marketing has am important impact on the customer-oriented behavior. This article is empirical study to prove the influence of internal marketing on the patient-oriented behavior of front-line employees in medical care. The results showed that: 1.Adopting the conduct of internal marketing has an positive impact on affective and normative commitment of organization; but management support has a negative impact on continuance commitment, while thinking highly of staff has no effect on continuance commitment. 2.Adopting the internal marketing conduct has positive impact on organization climate for service. 3.Affective commitment, normative commitment and organization climate for service has positive impact on patient-oriented serving behavior. However, affective commitment and organization climate for service has negative impact on staff-oriented serving behavior. While there is no significance both in continuance commitment comparing with patient-oriented serving behavior and normative commitment comparing with staff-oriented serving behavior. 4.Adopting the internal marketing has a positive impact on patient-oriented serving behavior. However, management support has a positive impact on staff-oriented serving behavior; but thinking highly of staff has no effect on staff-oriented serving behavior. The study also indicated that internal marketing show a positive influence on patient-oriented serving behavior through normative commitment and organization climate for service. So the managers must concern the mediators such as normative commitment and organization climate for service while put internal marketing on the hospital to make sure patient-oriented serving behavior will perform. Key Words: Internal Marketing, Patient-Oriented, Staff-Oriented, Serving Behavior

Abstract In the recent years, hypermarkets in Taiwan became already the main places that the consumers purchase articles for daily use. During the depression, it is very fierce that variations and competitions between the hypermarkets. The leading-brand hypermarkets still to expand their new stores in this year, but they placed the focus to increase the differences of their products and services with others, rather to compress the existing space between competitors through the price war. The study is at background of the hypermarkets, when they would like to consider the differences of services as their principal marketing tactic, whether they perceived already the employees, who possess service consciousness and customer-oriented behavior, are the key points to operate successfully. In the hypermarkets where the employees contact frequent- ly with the customers, service quality is very close to the quality of employees. One of the main purposes of this research is to discuss what factors to affect the Customer-Oriented Behavior in the hypermarkets. Therefore, I choose the employees from a famous hypermarket, located in central Taiwan, as object of the study, in order to understand the relations between ¡§Internal Marketing¡¨ and ¡§Customer-Oriented Behavior¡¨ of employees. Then to adulterate again with ¡§Organizational Commitment¡¨ as an intervening variable, in order to demonstrate clearly whether¡¨ Internal Marketing ¡§would affect ¡§Customer- Oriented Behavior ¡§or not by the intervening variable. The study finds the followings: 1. Internal Marketing affects positively on Organizational Commitment. 2. Organizational Commitment affects positively on Customer-Oriented behavior. 3. Internal Marketing affects positively on Customer-Oriented Behavior. Internal Marketing can also reinforce indirectly its influence on Customer- Oriented Behavior through the mediator of Organizational Commitment, the managers should also concern with the mediator, so as to make sure the Customer-Oriented Behavior will perform.

Internal Marketing is a strategy to reduce employee turnover and related high costs. It is a strategy of applying marketing philosophy and principles to people who serve the external customer so that the best possible people can be employed and retained, and so that they will do the best possible work. Many studies offer insights into the relationship between job satisfaction, and employee turnover. This study tries to use these variables to predict turnover intension and in order to offer possible solution to the problem of excessive turnover. The results found that all of the internal marketing practices, include training, management support, internal communication, personnel management and involvement in external communication have positive impact on job satisfaction,but negative impact on employee turnover intension.

The management and measurement of internal service quality is a special issue. If managers and specialists of human resource want to improve their internal service quality, they must understand the internal service factors their customers consider important. This study assesses the human resource services quality through viewpoints of the internal customers. The literatures review includes the topics of internal marketing, the roles and functions of human resource department, the concepts and measurement tools of service quality, and evaluation of organizational performance induced by human resource management. This study finds that managers expect the service quality factors are: innovation, completeness, problem solving, reliability, aggressiveness, structure and control, physical resources, and professional ability. From the results, we find the completeness and professional ability are the most important two factors to the managers investigated. They also indicate these two factors have the largest gap between the real and expected level. Most of the respondents think the reliability is good for their HR departments. Structure and control, and reliability of HR service have significant impacts on the organizational performance. The management performance has good mediating effects between the HR service quality and market performance of organizations. For the ¡§Direct Evaluation Model¡¨ and the ¡§Gap Model¡¨ of the internal service measurement, the first one has better forecasting power to both management and market performance.