1. INTRODUCTION (GĠRĠġ)
Current competition structure depends upon the principle of
meeting customer requirements and needs, and even that of presenting a
value to them rather than low cost and high quality. Businesses have
to adapt to this structure to provide to customer satisfaction and so,
they can reach their goals. However, customer satisfaction depends on
performance of the staff. Businesses are to satisfy their employees
who realize this aim as well as the satisfaction of external customers
who demand their products. Besides attraction, retention and
motivation of high quality staff are critical specifically in
situations where the quality of service is the unique differentiating
factor between competitors [1 and 2]. With these reasons, it is
necessary to regard all employees, from top managers to the staff at
the lowest rank who provide service directed at the aims of the
business, as internal customers and to satisfy them adapting internal
marketing (IM) approach [3].