THE EFFECT OF INTERIOR CUSTOMER ON INSTITUTIONAL PERCEPTION IN HEALTH INSTITUTIONS

Abstract

Author(s): H羹seyin D?KME, M. Kemal BOYACIO?LU

The aim of this study is to investigate the effect of internal customer on the perception of the institution in health institutions. Nowadays, the most valuable asset of the enterprises is the orientation towards the customer and the development of customer-oriented strategies in this direction. Customer-oriented enterprises recognize their customers, act according to their needs and wishes and give importance to after-sales satisfaction, which gives them an advantage among their competitors in an increasingly competitive environment. Customer satisfaction is the provision of goods or services that customers desire and meeting the expectations of the customers after purchasing the goods or services. Customer satisfaction and satisfaction, which is the first priority of enterprises today, is not only the external customer, but also the satisfaction and satisfaction of the internal customer (employee). Therefore, internal customer satisfaction is as important for businesses as external customer satisfaction. Especially in service enterprises where the human element is very important, it is possible to evaluate the personnel as internal customer. In order for the service provided to the customer to create satisfactory feelings and even satisfaction, the indicator that affects the quality perception related to that service is the performance of the employee in the service provision. Therefore, creating a competitive advantage can only be achieved by ensuring internal customer (employee) and external customer satisfaction and by ensuring a positive interaction between the server and the buyer of the service.

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