Sahaidak M. Internal Marketing of Services Sphere Enterprises

The dissertation is devoted to the decision of the actual scientific problem of the internal marketing's system formation of the enterprises, dealing with the sphere of services. The evolution peculiarities of the internal marketing theory are revealed and the scientists' opinions, concerning the essence of presented definition are made more exact, according to the results of the investigation, and the internal marketing conception of the enterprises dealing with the sphere of services is grounded. The internal marketing formation's peculiarities of the services sphere enterprises are investigated. The determination methods of the service's main characteristics are improved and the classification of services, according to the level of the business processes' intellectualization, providing their structuring according to three groups: intellectual, functional, mixed, - is offered. The internal marketing complex of the enterprises, dealing with the sphere of services "8P", which is added by the element of the service's prolonged productivity, except the classical complex elements of the services marketing, is offered, and the methodic principles of its measurement are also grounded. The construction mechanism of mutual profitable partner relations in the participants creation's link of the consumption value: "owner - top-management - personnel - client" is grounded. The key principles of the contact personnel's classification are defined, the set of its key competences is formed and the criteria system of their estimation is elaborated. The graphic model which allows to estimate the level of the resource, process and strategic preconditions of the internal marketing effectiveness of enterprises, dealing with the sphere of services is worked out, the analytic instruments of its potential's estimation are grounded and the monitoring system of managerial decisions, influencing the system of the internal marketing, including the role of the contact personnel, is offered.