What is it about?
The paper is focused on the measures of customer-based corporate reputation (CBCR) of service companies and analysis of the importance of internal marketing within the corporate reputation improving.
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Why is it important?
Research about corporate reputation is put in a context of transitional country. The focus of the paper is on the role of the service employees as the most important factor in service companies.
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This page is a summary of: Importance of Internal Marketing for Service Companies Corporate Reputation and Customer Satisfaction, Journal of Business Administration Research, April 2013, Sciedu Press,
DOI: 10.5430/jbar.v2n1p49.
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