The Study Of The Internal Marketing Quality Measurement In A Manufacturing Environment

With the maturity of the market economy, the market competition intensifies and marketing theory is developed. Relationship marketing emphasizes that customer satisfaction and the good long-term relationship with stakeholders deserve more attention than sell products only.Internal marketing has emerged when employees got more attention as the application of total quality management and humanism.The study of internal marketing is mainly divided into two aspects :one is the theoretical research such as the development of internal marketing,concept analysis,theoretical framework,and so on; on the other hand is the empirical study while there is much study on the internal marketing measurement.The research of internal marketing concentrates on service industries while non-traditional service industries get less attention and lack of internal marketing measurement of production-oriented enterprises.The scarcity and competition of talents forcing companies to pay more attention to employees and take certain measures to attract,retain excellent employees. Production enterprise with high turnover rate is even more so.Internal marketing take employees as internal customers and apply methods of marketing to meet the needs of staff and retain talent.The measurement of internal marketing quality of production-oriented industry can understand the current situation and provide direction for later improvement.The SERVQUAL model is one of the classic model to measure service quality and has proved its reliability,effectiveness,and intensive applicability. When measuring the service quality of different sectors,the model need to modify the corresponding dimensions and phrase to ensure accuracy of the results.In this paper.the model to measure internal marketing of production-oriented enterprises is based on SERVQUAL model and the theory of internal marketing.Using SPSS to analysis the first-hand information obtained through questionnaires.this paper discusses the internal marketing quality scale of production-oriented enterprises.The main conclusions of this paper are the following points:Firstly,the data in this article through questionnaire,by the empirical research of XX blankets factory.prove the effectiveness of modified SERVQUAL model when used to measure internal marketing quality of production-oriented enterprises.The scale includes five dimensions,namely,internal empathising,internal equity,internal coordination, internal reliability and tangibility.Secondly.through regression analysis,the order of the five dimensions according to the importance to internal marketing quality is:internal empathising,internal equity,internal coordination, internal reliability and tangibility.the order of the five dimensions according to the importance to employees satisfaction is:internal empathising,internal equity,internal tangibility,internal coordination, internal reliability.Finally,some suggestions are given to improvement the quality of internal marketing of production-oriented enterprises according to the results of study:rational allocation of corporate resources,pay attention to employee’s individual development,guarantee fair through system,establish smooth communication mechanism,avoid excessive internal marketing.