Internal marketing and its basis for sound customer relationship management

Abstract Healthcare organisations are continually under pressure to improve the way in which they operate. The use of modern marketing methods both internally and externally within an organisation can help to bring this about. The paper argues that internal marketing is a way of improving customer focus within an organisation and paving the way for a system of good customer relationship management (CRM). The latter is seen as the mechanism for developing a quality service to customers. The paper indicates ways in which internal marketing can be implemented in an organisation. The quality of a service is identified as a key element in creating customer satisfaction and this is reflected in the manner in which the service is delivered as well as in the nature of the service itself. The paper presents a descriptive model of service quality in healthcare, highlighting various elements of service quality and delivery. The fact that service delivery may be fragmented across the internal departments and functions of an organisation and even involve third parties offers a challenge to providing a seamless and efficient service. Current and intended use of information technology expects to meet these challenges by providing an efficient and effective CRM system.