ULOGA ZAPOSLENIH U PROCESU PRUŽANJA USLUGA - INTERNI POTROŠAČI
THE ROLE OF EMPLOYEES IN THE SERVICE DELIVERY PROCESS -INTERNAL CONSUMERS

Summary/Abstract: As we have all witnessed, huge changes affect businesses all around the world on a daily basis. Probably one of the most interesting phenomena is constant analysis (often accompanied by disapproval and criticism) of “old” and “traditional” ways of thinking and doing business. We therefore, together with changes made in many areas of life, doing business, working and thinking, find brand new ways to survive in a highly competitive market. New theories and aspects are found in academic articles and books as well. We think and work differently, although not always being aware of the changes made. Many changes are made within the companies’ strategies; they are even more customer-oriented than ever. Many authors have found the classical marketing mix theory not suitable enough for the specific turbulent times that we live in, trying to “add” the most suitable approach to the change as one of the characteristics of the crisis period. Therefore, for more than the last two decades, CRM, Relation Marketing, Internal Marketing, together with Knowledge and HM have become probably the most significant aspects of companies’ success.

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