ADNOTARE

la teza de masterat MARKETINGUL INTERN PREMIS DE EXCELEN LA NTREPRINDERILE DE SERVICII

Este recunoscut faptul c performana unei ntreprinderi prestatoare de servicii este determinat de performana personalului, pentru asigurarea acestei din urm sunt necesare politici capabile s dezvolte aceast resurs i s-o integreze ca element vital n economie, politici flexibile i adaptabile condiiilor dinamice ale mediului ntreprinderii, deci este nevoie ca aceast activitate s fie gestionat n baza principiilor teoriei i practicii marketingului intern. Altfel spus, pentru realizarea obiectivului expus i asigurarea randamentului nalt al organizaiei este oportun promovarea marketingului intern ca subsistem al marketingului. Cercetrile i observaiile efectuate au relevat faptul c managerii de la noi nu totdeauna recunosc rolul personalului n asigurarea performanelor excelente organizaiei i n marea lor majoritate nu au o strategii bine conturate de atragere, dezvoltare, motivare i meninere a personalului calificat. Dar este cunoscut c o ntreprindere de servicii nu poate fi mai bun dect oamenii care o deservesc. Un serviciu este o performan i este dificil s separm performana de oameni. Dac prestatorii nu satisfac ateptrile consumatorilor, atunci nici serviciul furnizat nu o va face. A investi n calitatea angajailor unei ntreprinderi prestatoare nseamn a investi n calitatea serviciilor furnizate de acesta. Pentru a practica un marketing eficient, o ntreprindere de servicii trebuie si evalueze mai nti demersul de marketing intern: planificarea, atragerea, perfecionarea, motivarea i pstrarea angajailor calificai. Marketingul intern pregtete drumul pentru practicarea unui marketing extern eficient.

ANNOTATION
INTERNAL MARKETING A PREMISE OF EXCELLENCE IN SERVICE ENTERPRISES
It is well known that service enterprises success is determined by human resources performance. In order to ensure an excellent performance, service businesses must use adequate policies and strategies to develop these resources and integrate them as a vital element in the economy. Flexible and adaptable policies to the dinamic environment of the enterprise are also required, i.e. the service business should be conducted according to the theory and practice of the internal marketing. In other words, to achieve this objective and assure excellent performances in service business the internal marketing must be promoted as a sub-system of marketing. The undertaken researches revealed the fact that managers from our country do not always realize the extremely high role of human resources in assuring an excellent performance of enterprise and the majority of them do not have well defined tools and strategies of planning, attracting, developing, motivating and retaining qualified personnel. It is known that a service enterprise cannot be better than the human resources providing these services. A service is a performance and it is difficult to separate the performance from people. If the employees do not satisfy customers needs, the provided service wouldnt satisfy either. Investing in the quality of the employees means investing in the quality of services provided by them. In order to practice an efficient marketing, an enterprise should first evaluate its policies and strategies of planning, attracting, developing, motivating and retaining qualified personnel. The internal marketing is a real way to an efficient external marketing.