Communication Forum

Abstract

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.