Staff Perspective Of Internal Customer Management Theory And Method Of Study

The forepart germination of internal customer can trace back to anotion- Just In Time (JIT), a mode of production, that is put forward byJapanese Toyota Motor Corporation in 1953. Among them, one importantthought of JIT is that next procedure is customer of the current one. Another early germination of internal customer comes from TotalQuality Management (TQM ), TQM theory thinks" the customer is anythe next one that you worked, and no matter he is inside the organizationor outside it". The third development of internal customer comes from the theoryand practice of internal market. Internal marketization is to " let marketprinciple enter into every corner of enterprises ". The fourth development of the internal customer comes from thetheory of internal marketing that formed in 1974. Berry (1981 ) definesinternal marketing as"regarding staff as the internal customer andregarding work as the inside product which meets the internal customer'sneeds and desires while describing and organizing the goal ". He thinks :"Inside marketing is to attract , develop , encourage and keep high-qualitystaff through offering the job products meeting staff's needs. Internalmarketing is philosophy of regarding staff as the customer. It is thestrategy that designing work products come to meet demands of people. " In a word, the internal customer's relation includes the contents ofthree respects: Customer relation between departments, betweenprocesses and between staff and enterprise. However, what this textstudied is the customer relation between enterprise and staff. Studies have shown that the satisfaction and loyalty of the externalcustomer of enterprises are closely related. Under the market condition ofperfect competition, to a great extent, it decides customer's loyalty thatthe customer is satisfied. In other words, highly satisfied externalcustomer causes highly loyalty. In the same way, internal customer'ssatisfaction and loyalty are in positive correlation. Meanwhile, onlyhighly satisfied and loyal internal customer could offer high-qualityproducts and service to external customer and obtain satisfaction andloyalty from them. So internal customer's satisfaction and loyalty andexternal customer's satisfaction and loyalty are also in positivecorrelation. Therefore, the goal of internal customer's management is:Satisfied and loyal internal and external customers. This is because theprofit and development of enterprises are brought by the loyal externalcustomer, and the external customer's loyalty is decided by theirsatisfactory level. Accordingly, external customer's satisfaction is decidedby their esthesia from enterprise's high-quality products and servicewhich are created and transmitted by efficient loyal internal customerwhose loyalty depends on his satisfaction to enterprises. Hence,implementing the goal of internal customer's management is to make theinternal customer satisfied by every possible means, thus make themserve enterprises loyally in a long-term and produce high-quality productsand service for the external customer. Ultimately the satisfaction andloyalty of internal and external customer will coordinate with thedevelopment of enterprise thus forming good inter-dynamic circulation. In order to win satisfied internal customer, we must offer themhigh-quality products and create great amount of value to meet internalcustomer's physiological and psychological needs. The physical productwhich satisfy internal customer includes salary,welfare and materialenvironment, etc. The intellectual product includes working environment,humane environment, job development,study and training,worksafety,fairness and criticizing and praising, etc. Meanwhile Whether theobjective value that enterprises offer to internal customer can beperceived by the internal customer and the size of value that internalcustomer expects, are important factors that decide internal customer'ssatisfaction. So, only when the internal customer's perceived value isgreater than or equal to the value of expecting, the internal customer...