Service Quality Research Basing On Enterprise Internal Marketing

The development of enterprises has been affected by coming of service economysociety. The existence of enterprises is the products of consumer required, servicingconsumers. When consumers have more emphasis on service after meeting the productperformance, the enterprises’ quality idea has to change. Product quality not only refers tothe quality of the product itself, but also concludes the process quality from buyingproducts to using products. We call that is the service quality. Therefore, the pursuit ofenhancing the enterprise service quality will become an important aspect as enterprisecompetitiveness.Thesis objective: sorting out previous scholars’ research relating to the concept&content of internal marketing, service quality, and then perfecting the theory on this basis,making it applicable to more modern types of enterprises. At the same time, I would buildthe conceptual model of service quality basing on the theory of enterprise internalmarketing, after researching the related models and former part of the theory (internalmarketing, service quality). To provide an effective way of improving service quality, andthe ultimate aim is enhancing the enterprise’s competitive power.Research content: First, I enrich and expand the connotation of internal marketing,service quality; especially I rearrange the content of internal marketing. Second, I researchhow internal marketing influence on service quality based on internal marketing andservice quality theory, and setting up the research model. I point out that it is a good wayto promote the enterprise service quality which is successful enterprise internal marketing.Third, I put forward countermeasures and suggestions on carrying out enterprise internalmarketing, for promoting enterprise service quality by successfully implementing internalmarketing.Research methods: This paper adopts the methods of literature research,comprehensive analysis method and qualitative analysis method. First of all, I study andsummarize the literatures of domestic and foreign research for internal marketing, servicequality and the influence relationship between internal marketing and service quality.Once again, I comprehensively analyze the existing study on the theories and the currentsituation of the enterprise, perfect the theory of internal marketing and service qualitytheory, and build research model on this basis. Finally, I qualitatively analyze the model,and present some suggestions on internal marketing.Results and conclusions: First, I redefine enterprise internal marketing and enrich itscontent; second, I expand the connotation of service quality; third, I build service qualitymodel of basing on internal marketing and figure out the relationship of internal marketing&service quality.