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Communication Forum

Establishing a Companywide Customer Orientation through Persuasive Internal Marketing

University of Southern California

Ben Enis

University of Southern California

This article explores methods for increasing the persuasiveness of internal marketing efforts to encourage employees to adopt a customer orientation. Internal marketing is a process of encouraging employees to accept changes in company philosophy or policy. This article argues that the application of persuasion strategies to internal marketing efforts can facilitate the adoption of a customer orientation among employees and elicit greater commitment to the company and its goals. The specific persuasion strategies examined in this article include: encouraging employees to define for themselves their roles with regard to customer satisfaction; enhancing employees' perceptions of self-efficacy; providing rewards commensurate with contributions to customer satisfaction; and creating a climate for continued commitment.

Management Communication Quarterly, Vol. 3, No. 3, 376-387 (1990)
DOI: 10.1177/0893318990003003005


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