1) Internal marketing motivates employees of the organisation. Helps them understand the company mission and vision statements and target. The employees are aligned with the goal of the organisation in a manner that they see their progress in the progress of the company. They realize that their financial growth is a result of growth of the organisation's sales, market share and profits. Airline industry is service based, hence customer satisfaction is the crucial factor determining business growth. Customer is satisfied with excellent services he/she is provided. Motivated employees are inclined towards better performance and serve the customer with higher efficiency. Thus internal marketing results in improved quality of services.
2) Internal marketing programs that could be conducted are:
Extended partners should be kept informed regarding the improvement processes. The management at BA can meet the extended partners, know their ideas and views for progressing the business. Also, this will help ensure their trust in BA.
3) Challenges that BA may face while implementing internal marketing for improved customer service are as follows:
Discussion questions 1. What is the link between internal marketing and service quality in the ai...
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