Assessing Roles of Services Employee influence in Internal Marketing Quality - A Case Study on a General Insurance Company of India

Abstract

The collective growth of any firm in the services sector is obviously depends on the various roles played by employees of the firm in services process. The service employee role(s) is/are specifically describes the relationship between the job process of the employee and his duty and responsibilities is service encounter. Efficiency of an employee can be improved by technical support and training, however the effectiveness in services delivery is mostly depends on the employee understanding and the level involvement against of various roles he has to play in services delivery process. Effectiveness in services delivery process in turn culminates to improve the services quality. Services differentiation and the consciousness of services quality will helps any services firm for the sustainability, consistent growth and profitability. This paper in an empirical study conducted through a questionnaire on the employees of a leading general insurance company in India. The respondents were asked to rate their performance in the roles. The result of the study reveals that most of the respondents have not given the either extreme rating (1 of 10) on any role. The study is in an indication to mark the significance of each role and the relevance of internal marketing.

View PDF