Gronroos (1982) has been among the

Gronroos (1982) has been among the scholars who first introduced the term ‘internal marketing’ during the early 1980s. He defined internal marketing as the behavior of selling a corporation to its internal customers (employees). Under this principle, highly satisfied employees will help create a market-oriented and customer-centered corporation and subsequently will increase employees’ marketing awareness (Bernstein, 2005; Long-bottom et al., 2006). Furthermore, Kale (2010) reveals the importance of internal marketing by stating that recruiting and retaining quality employees in a service establishment requires designing job products that attract, develop, and motivate the appropriate type of employees. This application approach requires an understanding of the internal customer’s aspirations, attitudes, and concerns. Consequently, such understanding develops market research, experience, and constant communication across all levels within an organization.