Internal marketing exists through employees, organizations, external customer
satisfaction, and cross-functional units, which all require communication for success
(Ballantyne, 2003). Recently, Kusluvan et al. (2010) state that internal marketing views all
employees as customers – including other employees and departments in the organization
to whom employees are also internal suppliers. This internal marketing approach asserts
that to deliver quality service and satisfy external customers, internal customers
themselves should be satisfied and motivated. Internal customers should be satisfied not
only about their employment conditions and the organization’s human resources
management practices, but also about the internal services that they receive from co-workers during service delivery (Kusluvan et al., 2010).