Internal Marketing and Customer Driven Wavefronts

Abstract

This paper presents a model of internal service quality which is based on internal customer and internal supplier groups. The dimensions of internal service quality are identified and compared with the SERVQUAL dimensions of external service quality which have been proposed by Parasuraman et al. [1988]. The applicability of these internal service quality dimensions to different internal supplier - customer interactions is explored and it is discovered that at least two types of internal customers exist within the firm. Furthermore these internal customers use different criteria to evaluate the quality of the service which they receive from their internal suppliers.