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Achieving front-line employee’s satisfaction through Internal marketing in service organizations; A case of SEB bank.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2014 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem definition:

In service organizations, front-line employees are considered to be the primary element when providing the organization’s services as they interact directly with customers and influence their perception of service quality. In other words, if the front-line employees are satisfied they will deliver the organization’s services in the best way which will directly lead to customer satisfaction. So it is worth studying how the service organizations use internal marketing tools towards their front-line employees in order to achieve their satisfaction.


Purpose of the Research:

The purpose of this thesis is to describe and analyze the human resources practices aimed at front-line employee’s satisfaction that is related to internal marketing at SEB and to show how using the various methods implemented by SEB has took the organization to the position as of now.


Research Questions:

How the Internal marketing elements are practiced by human resources at SEB bank in order to achieve front-line employee´s satisfaction?



In order to fulfil the purpose of dissertation the primary and secondary data has been analyzed based on the theoretical concepts. The theoretical concepts are based on academic data from books and scientific articles. The empirical data consists of both primary and secondary data. The primary data has been collected by conducting two interviews, one with the manager from human resource department at SEB and another with a front-line employee. The secondary data were collected from SEB’s webpage. 



This study explores the potential effect the organization can have on the services due to the workings of the front-line employees. It can be concluded from the theoretical and empirical analysis that SEB’s management sees internal marketing practices (such as empowering, motivations and rewarding, job security and training) as a fundamental approaches to achieve their front-line employee’s satisfaction. SEB considers its employees as the most vital asset that can create and achieve its customer’s satisfaction, which has led to its immense growth.

Place, publisher, year, edition, pages
2014. , 35 p.
Keyword [en]
Internal Marketing, Internal Marketing Mix, Human Resource, Service Organization, Internal Customers, Internal Service, Service marketing, Front-line employees
National Category
Business Administration
URN: urn:nbn:se:mdh:diva-25338OAI: diva2:727436
External cooperation
Skandinaviska Enskilda Banken
Subject / course
Business Administration
Available from: 2014-07-04 Created: 2014-06-20 Last updated: 2014-07-04Bibliographically approved

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