staff as an essential element of marketing-mix in business service

This paper presents the role played by staff especially in service companies. It is an important strategic element of any organization. Customers evaluate the quality of the product intangible based on the behavior, knowledge and skills of employees with whom they have direct contact. A properly trained and familiar with the mission and the everyday tasks staff ensures the development of the organization. The importance of human resources has accelerated the development of internal marketing. Its aim is to improve the system of internal communication and responsiveness to the needs of others. We see employees as internal customers.