Empirical Research On The Different Demands Among The Internal Customers Of Enterprise

Along with the development of marketing, especially with the emergence of internal marketing concept, some Management practicers and some theory researchers are beginning to realize the existence of the internal market in the enterprises. In this internal market, employees should be regarded as internal customers. The enterprises should use the ways to service the internal customers which they used to service the external customers. Because only satisfied with the internal staff and external customer satisfaction can bring. Only the external customer satisfaction can bring handsome returns to the enterprise. Therefore, the operators in order to do a better job of marketing in the external market, to better achieve external customer satisfaction and loyalty. They should take more attention on internal customer's satisfaction and loyalty.In order to know more about the internal customer's satisfaction and loyalty, we must understand our internal customers, and understand the demands and aspirations of our internal customers. However, the study with the internal customers update, basically still in the stage and the macro level. No system or formation of a theoretical framework had come out. Especially for the lack of in-depth study in the demands and the differences of internal customers.This paper attempts to through empirical research to understand the demands of internal customers and preliminary distinct the different demands between internal customers based on research and introduction on relevant theories about the internal customers.First, the authors review the theory of internal customers. Through the introduction of the origin and development of internal customers thinking and the internal customer-oriented thinking, the author defines and explores the relationship between enterprises and internal customers on the basis of previous research in the internal customer segmentation. In order to prepare for further study in the difference of internal customer demands, the author identified different internal customer segmentation.Secondly, the authors systematically reviewed the internal customer demands related to the ideological and theoretical demand. The author provides a theoretical basis for the contents of the internal customer demands by the introduction of the contents and characteristics of demand and the demand theory. On the basis of previous research on the internal customers' demands and its differences, it provides a theoretical reference to empirical investigation.In order to further verify and substantiate the content of the internal customer demands. The author has adopted one-on-one interviews and a questionnaire survey and other surveys with open questions. After identified the dimensions of the content internal customer demand and the corresponding differences in survey, the author designed the internal customers demand scale. After pre-testing a small sample, the survey questionnaire was modified into a formal questionnaire. 222 valid questionnaires returned after a formal investigation. For analyzing the survey data, the author used the SPSS 14.0 statistical analysis software. After descriptive statistical analysis, T-test and analysis of variance, Empirical studies of the demands of internal customers have shown a strong demand in the major dimensions at the same time with a certain preference, Moreover, there are a certain significant differences among the different demands of different internal customer groups.Such differences are reflected in different types of gender, age, educational background, position, job and revenue.Internal customers of different Gender have different demands level in eight dimensions which including remuneration, benefits, working conditions, safety, humanistic environment, fair participate in the management and operational demands, while have no significant difference of the other four dimensions such as work itself, reasonable discipline, training and career development demands ; internal customers of different ages in the study only have significant different demands in two variables, that is training and career development; internal customers of different working time have significant different demands in remuneration, working conditions, safety, fair training and operational achievements ; internal customers of different educational background have significant different demands in remuneration, benefits, work itself, humanistic environment and career development ; The internal customers work in different types of positions have significant different demands in jobs conditions, job itself, humanistic environment fair treat, training and career development demands; internal customers in different types of work conditions, reasonable and impartial, career development and management demands are four significant differences in the demands ; The internal customers of different income levels have significant different demands only in the humanities .Therefore, the combination of these differences, I believe that China's enterprises should focus on the internal customer demand corresponding to improve internal customer service quality measures.Enterprises should pay more attention on the male internal customer in remuneration, benefits, safety and participate in the management ,while pay more attention to the female internal customer in working conditions, humanistic environment, fair and professional achievements; focus on the internal customers for 20 years of study and training opportunities, focus on internal customers aged 20-30 in the career development demands; focus on internal customers of more than 10 years in remuneration, focus on the internal customers under three months in working conditions, safety, fair treatment, operational achievements; pay more attention to the undergraduate education internal customers in remuneration, while give more attention to the master's degree internal customers in the benefits , focus on undergraduate education itself in humanistic environment and career development demands; pay more attention to The internal customers of grass staff job in working conditions, jobs, fair training and career development demands. Categories of concern to middle management positions internal customers in the humanities and environmental demands; focus on engineering and technical categories of internal customers in working conditions, reasonable awards, career development demands of the area, while give attention to the type of research work internal customers in involved in the management demand; focus on the income level of 3500-4999 RMB internal customers in the humanities and environmental demands.