Customers are aware of the service quality which has a close relationship with front-line service providers. High quality of human resources, like the good attitude and behavior of front-line service providers, becomes one of the key sources of business success and competitive advantages. Therefore, more and more companies pay attention to the concept of ¡§internal marketing¡¨, and before they sell the product or service to external customers, they should sell them to internal customer. Because the service industry plays an important role in this era, this study focuses on real estate agencies. The purposes of this study are: (1) To understand internal marketing influences employee¡¦s customer orientation. (2) The relationship between behavior-based evaluation, internal marketing and employee¡¦s customer orientation. (3) The relationship between empowerment, internal marketing and employee¡¦s customer orientation. (4) The relationship between organizational customer orientation, internal marketing and employee¡¦s customer orientation. The study adopts questionnaire investigating. Besides, this study modifies the questionnaire of customer orientation, let the questionnaire can be used in Taiwan. The analysis approaches are reliability analysis, factor analysis, regression analysis, cluster analysis, one-way and two-way ANOVA. This study provides support for four hypotheses that internal marketing will influence employee¡¦s customer orientation. And behavior-based evaluation, empowerment and customer orientation of organization are the moderate variables between internal marketing and employee¡¦s customer orientation. Therefore, the manager should regards internal marketing, empowerment, behavior-based evaluation and organizational customer orientation as the most vital and important components in the company.

Bisweilen hört man von Marktforschern vielerlei Probleme bei der Akzeptanz und Umsetzung von Marktforschungsbefunden. So wird beispielsweise beklagt, dass der Auftraggeber die Aufgabenstellung nicht deutlich zu machen vermag, dass zu deutlich signalisiert wird, welche Befunde erwartet werden, dass eine Studie längst schon vorgefasste Meinungen nur noch bestätigen soll, dass eine Studie in unternehmensinternen Grabenkämpfen untergehen oder das schließlich interessante Befunde ohne Konsequenzen bleiben. Die Problemfelder, die an der Schnittstelle zwischen Marketingmanager und Marktforscher auftreten, als Akzeptanz- und Umsetzungsprobleme von Marktforschungsbefunden zu beschreiben ist jedoch eine u. U. einseitige und verkürzte Sichtweise.

<p>Det totalt kundorienterade företaget finns med största sannolikhet inte i verkligheten. Kanske finns det totalt kundorienterade företaget inte ens i teorin då det är svårt att veta exakt hur alla kunder värderar olika kundorienterade satsningar.</p><p>Även om man söker kriterierna för det totalt kundorienterade företaget ser man olika behov och önskemål beroende på var man letar och vilken typ av kund man undersöker. En kund reagerar positivt på delar som andra kunder kan reagera negativt på.</p>

Marketing not merely refers to selling, advertising, sales promotion and public relation, but also includes various perspectives which shows solid knowledge and sturdy ability. Marketing relates to corporate operation and public daily lives intensively as well. However, it is difficult for corporation to implement diversified marketing activities due to confined product features. Marketing programs are particularly restricted to narrower scopes within the boundary of market characteristic and industry common practices for conventional industry. In virtue of the price fluctuation of international steel products in recent years, how to increase market share with more innovative marketing programs is an important strategic concern of steel industries. Hence, marketing innovation has become the breakthrough point that conventional industry needs to pursuit. This study profoundly analyzes the H-company, which has carried out its traditional sales practices for more than thirty years, by literature review and case study methodology. After recognizing the target market and focusing on meeting customers¡¦ needs, we developed the innovative marketing strategies containing product, price, place and promotion aspects. Next, we integrated marketing techniques of horizontal and vertical alliances, financial instruments as well as marketing concepts. Then, by thoroughly executing ISO quality policy ¡§ pragmatic quality, customer satisfaction¡¨ which H-company has exercised to build its new competition strategies and target of growth and profit. Based on these integrated concepts, we constructed an innovative marketing model. Finally, the in-depth interviews were made to verify the feasibility of this innovative marketing model from customers¡¦ perspective. The sample comprised two direct clients and two intermediary agents, were selected from customers of H-company. The research reached the conclusions that the innovative marketing model proposed by this study has not only verified its market feasibility through clients¡¦ in-depth interview, but also modified from customer¡¦s perspective to fit customer needs. The ultimate target of the modified model is creating high customer value through high quality consistency, pricing based on customer value, forming closer partnership relationship, delivery reservation system, trustworthy business image, integrated service combining constructional reinforced steel bar forming industry or concrete industry, and marketing-finance integration service. The verification via deep customer interviews also demonstrates that the revised innovative marketing model can best approach customer needs and acquire high marketing achievements. Last but not least, the study was done in research methodology and provided some strategic implications, making up its contributions to both academic and practical aspects.

På grund av den bostadsbrist på som idag delvis råder på hyresrättsmarknaden, kan frågan ställas huruvida fastighetsföretagen har incitament till att arbeta kunddrivet för att därmed öka sin konkurrenskraft. Att allmännyttiga bostadsbolag ska drivas utifrån affärsmässiga principer bestäms genom en ny lag från 2011 - Lag (2010:879) om allmännyttiga kommunala bostadsaktiebolag. Den nya lagstiftningen medför också ett nytt hyressättningssystem. Dessa förändringar kan komma att medföra nya spelregler på marknaden som innebär en ökad konkurrens bland fastighetsföretagen samt att kunden kan komma att ställa högre krav på sin hyresvärd.   Studiens syfte är att kartlägga och jämföra huruvida fastighetsföretag sätter sina kunder i fokus samt att kartlägga hyresgästers upplevelser vad gäller trivsel i sitt boende och vad de anser vara en idealisk förvaltning. För att kunna besvara syftet har en kvantitativ enkätundersökning med ett visst inslag av kvalitativa, öppna, frågor riktats mot hyresgäster från två fastighetsbolag, ett allmännyttigt och ett privatägt, och från två olika bostadsområden. Vidare har direkta kvalitativa intervjuer skett med företrädare från de undersökta fastighetsbolagen AB Eidar, Trollhättans bostadsbolag samt Lundqvist Byggförvaltning AB. Dessa genomfördes för att få en insikt i och förståelse för hur kundorienterat bolagen arbetar.   Litteraturen som studien har baserats på innefattar områdena fastighetsförvaltning, kunddriven förvaltning och service management. Utifrån denna litteratur har sedan teorier legat till grund för inledande kunskapsinhämtning och frågeställningar. Senare har dessa teorier kopplats till empirin i studiens analysdel.   Vad som framkommer i resultatet påvisar att hyresgäster endast i viss mån sätts i fokus av sin hyresvärd. Detta indikerar på att fastighetsföretagen inte till fullo arbetar kundorienterat. Resultatet visar även på att både förvaltaren och fastighetens geografiska läge är av betydelse för till vilken grad hyresgästen sätts i fokus. Vidare framkommer vilka faktorer som påverkar hyresgästernas trivsel samt att en summering av hur en idealisk förvaltning bedrivs, enligt tillfrågade hyresgäster, redovisas. / The purpose of this examination is to study and analyze whether two different housing companies in Trollhättan, Sweden, put their tenants in focus or not. Literature based on facility management, with emphasis in customer orientation and service management, has been used to enhance the authors’ knowledge base. Interviews with the chosen housing companies and questionnaires targeted to tenants have been implemented to proceed and to answer the general question of this examination. A comparison between the housing companies will evaluate if there is any difference between a company for public utility, Eidar, and one whom is owned privately, Lundqvist. The results of the data shows, from some angles, a great variation in tenants’ opinions considering their experiences regarding having a safe home, being taken seriously by their housing company and the possibility to suit their apartment along with personal wishes and/or needs. The main question is if the tenant feels him being in focus by the housing company. The analysis illuminates and discusses the results, which will lead to a conclusion. According to this study housing companies only partly keep their tenants in focus and the utility company seems to be less focused on the customers than the private-owned one.

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.

Abstract The competitive market in 21 century is full of uncertainty. The needs of customers change fast as time, location, age, and feelings. Customers lead market. Successful business in uncertain environment must respect, understand, satisfy, and master customers. Only when business do well in CRM, and then customers can shop goods again. And public praise not only reduce the cost of marketing to open up new customers but also gain sales and profits. The culture of customer-oriented is the premise of CRM. Understand customers¡¦ needs, meet them, provide good service and process, make sure the safety convenience of deals. Because customers are satisfied and have high loyalty, it can produce the beneficial result of CRM. Building HR effective management is from the business culture of customer-oriented in competitive age. And HRD is more important than assets. Information resource has become a part of life for people. Business managers should consider how to use information resource and technology ability well. Let these tools help employees provide better services to customers. By doing this we can increase sales profits, raise customer loyalty, and reduce business cost. The results of research are as follows¡G 1.HRM activities and the beneficial result of CRM have significant relation. 2.To HRM activities and the beneficial result of CRM, some parts of COC are mediators. 3.HRM activities and the culture establishing of customer-oriented have significant relation. 4.Technology skills¡Bculture of customer-oriented and CRM have moderator situation. 5.Information resource¡Bculture of customer-oriented and the beneficial result of CRM have moderator situation.

To streamline and improce their service delivery systems, service organizations have much to learn from their manufacturing counterparts in the use of quality and process improvement tools. The purpose of this article is to present a practical framework which integrates these tools in order to enhance the efficiency and customer orientation of service delivery systems. Two examples are used to illustrate the application of the framework. Also practical guidelines to facilitate the implementation of the proposed framework are offered.

This study empirically examines the impact of quality effort orientation on the financial performance of certified Portuguese firms. The results of factor analysis revealed four quality efforts orientation factors. The results of cluster analysis revealed the existence of three distinct groups of firms with regard to quality efforts orientation and performance. The analysis of variance results revealed that firms with a quality efforts orientation focusing on the customer tends to outperform firms utilising other quality efforts orientation with regard to net profit after taxes.