Internal Marketing Philosophy: The Case Of The Croatian Banks

The concept of the internal marketing was defi ned in order to stress the role of employees as the key element in determining service quality. Although the origin of the term is in the service marketing literature of the 70s, many authors stress that both general and particular problems are not adequately represented in theory. The purpose of the thesis is to stress the theoretical benefit of the implementation of internal marketing concept and to research its practical usage. The organizations that implement the activities of internal marketing should have a fertile ground for successful business. Considering that banking services are, usually deemed hard to sell, internal marketing is even more important in the respective sector. Thereby the primary research about the acceptance of internal marketing and its specificity had been conducted on the banking sector of the Republic of Croatia. Results of the research show that the banks that operate in Croatia are aware of the need to apply activities commonly associated with the concept of internal marketing, however it is evident there is room for progress in the fi elds of communicating the vision, development and awarding of employees.